Online Brand Dispositions of Banks in Ghana

• 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.  

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Online branding

dialogic communication

stakeholders

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)