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This research uses promotional texts in golf-related websites as a source to identify potential brand personality traits. Promotional texts were extracted from 144 golf-related websites, divided into three categories. In order to reduce the number of items in the list, a criteria of 2% of the overall frequencies (n = 963) was adopted and 10 items were selected as potential golf destination brand personality traits. These items were validated and allocated to the components of the relational brand personality by a panel of judges. None of the selected items belonged to the “Big-Five” model of personality and only two items belong to Aaker's scale. These results show that there is not a strong presence of “human characteristics” when promoting golf destinations online.
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Pereira et al. (2014) studied this question.
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