Masters Thesis: Performance of Brand Personality in Website Content

“Within this paper, the author attempts to discern how brand personality is performed within the written content of law firm websites, how that brand personality performance changes with regard to contextual variables and how the performance of brand personality correlates to conversion rates for the websites examined. Research within this paper is conducted under the lens of the brand personality model posited by Jennifer Aaker (1997), supporting the concept that the personality of a brand can be characterized by five dimensions: competence, excitement, ruggedness, sincerity and sophistication. Primary research for this paper included a computer assisted content analysis of text pulled from the homepage, primary and secondary-level pages of 500 law firm websites. Secondary research included analysis of website conversion data from 303 of the 500 sites initially analyzed, sites for which conversion data was available at the time this research was conducted.”