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Using brand personality to assess whether biotechnology firms are saying the right things to their network

Using brand personality to assess whether biotechnology firms are saying the right things to their network
Using brand personality to assess whether biotechnology firms are saying the right things to their network
Through their websites, biotechnology firms communicate information about themselves and their products to other members of their networks. These networks are made up of an array of organisations with which biotechnology firms collaborate on product development projects, and on whom they rely for funding, and/or marketing and production. Therefore, it is important that the information communicated by firms' websites portrays them in the light they wish to be perceived by others. Despite its importance, biotechnology firms, however, do not prioritise branding or the development of a brand personality. By using demonstrated content analysis methodologies, our study shows that biotechnology firms are nonetheless portraying brand personalities online, even if unintentionally. We show that, by using the same methodologies, managers in biotechnology firms can monitor and manage their firms' brand personalities to ensure that the words they communicate online present an appropriate and attractive image of the firm to their communities. We extend previous research in the area of brand personality and show its application in and importance for the biotechnology industry.

biotechnology firms, brand personality, website communication, content analysis
1462-8732
247-255
Papania, Lisa
19f7c0d7-6e22-40a5-b672-04018e84c686
Campbell, Colin
e9ed00aa-68df-413f-9a44-05273df75e73
Ankomah, Robert
77bc3702-d506-4c9d-abc7-a6ddc6fa341d
Styven, Maria
bc6c0831-d308-497c-81be-415efb9a3321
Berthon, Jean-Paul
36fbfb97-ffcf-4318-9731-4e28b821ad39
Papania, Lisa
19f7c0d7-6e22-40a5-b672-04018e84c686
Campbell, Colin
e9ed00aa-68df-413f-9a44-05273df75e73
Ankomah, Robert
77bc3702-d506-4c9d-abc7-a6ddc6fa341d
Styven, Maria
bc6c0831-d308-497c-81be-415efb9a3321
Berthon, Jean-Paul
36fbfb97-ffcf-4318-9731-4e28b821ad39

Papania, Lisa, Campbell, Colin, Ankomah, Robert, Styven, Maria and Berthon, Jean-Paul (2008) Using brand personality to assess whether biotechnology firms are saying the right things to their network. Journal of Commercial Biotechnology, 14 (3), 247-255. (doi:10.1057/jcb.2008.14).

Record type: Article

Abstract

Through their websites, biotechnology firms communicate information about themselves and their products to other members of their networks. These networks are made up of an array of organisations with which biotechnology firms collaborate on product development projects, and on whom they rely for funding, and/or marketing and production. Therefore, it is important that the information communicated by firms' websites portrays them in the light they wish to be perceived by others. Despite its importance, biotechnology firms, however, do not prioritise branding or the development of a brand personality. By using demonstrated content analysis methodologies, our study shows that biotechnology firms are nonetheless portraying brand personalities online, even if unintentionally. We show that, by using the same methodologies, managers in biotechnology firms can monitor and manage their firms' brand personalities to ensure that the words they communicate online present an appropriate and attractive image of the firm to their communities. We extend previous research in the area of brand personality and show its application in and importance for the biotechnology industry.

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More information

Published date: July 2008
Keywords: biotechnology firms, brand personality, website communication, content analysis

Identifiers

Local EPrints ID: 183775
URI: http://eprints.soton.ac.uk/id/eprint/183775
ISSN: 1462-8732
PURE UUID: da480fdd-d1c6-4816-bff4-2f66eaa79445

Catalogue record

Date deposited: 04 May 2011 10:02
Last modified: 09 Dec 2019 20:23

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