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Online Brand Dispositions of Banks in Ghana
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
University of Professional Studies, Accra, Ghana.
2013 (English)Conference paper, Published paper (Refereed)
Abstract [en]

The phenomenon of the dialogic potential of online branding from the perspective of banks operating in Africa has not received scholarly attention and this could be attributable to the fact that brand management is relatively new for several local banks in Africa and the similarity of product offerings makes differentiation more difficult. In an increasingly globalised era however and with global competition for bank fund and clients, the issue of how banks operating in Africa portray themselves online becomes a hot research issue. The purpose of this paper therefore is to investigate online brand dispositions of banks in Ghana from a dialogic perspective. A conceptual framework was adopted from the extant literature and employed as the basis of comparative content analysis of online branding data by using the classification method employed by Kent and Taylor (1998) to analyze the five (5) dialogic principles in organisations web sites namely: ease of interface, usefulness of the site, dialogic loop, and conservation of visitors and return visit. At the end of the study, the findings drawn indicated that while Ghanaian banks performed superlatively well on the online brand elements, they are extremely poor when it comes to the interactive nature of their web sites especially on the relationship and dialogic loop features. Banks therefore need to improve upon their Web design to increase interactivity with their stakeholders.

 

 

Place, publisher, year, edition, pages
2013. 36-50 p.
Keyword [en]
Online branding, dialogic communication, stakeholders
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-15455OAI: oai:DiVA.org:hig-15455DiVA: diva2:652486
Conference
13th International Academy of African Business Development conference hosted by Ghana Institute of Management & Public Administration/University of Ghana, Accra, Ghana 13-18 May 2013
Available from: 2013-09-30 Created: 2013-09-30 Last updated: 2013-10-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf