Abstract
This research extends the conceptualisation and measurement of brand personality to the medical tourism industry. It is the first study to apply Aaker's (1997) brand personality dimensions to analyse the brand positioning strategies being used in medical tourism advertisements. A content analysis is presented of business-to-consumer advertisements that appeared in Medical Tourism Magazine between 2007 and 2009. The results show that medical tourism providers are communicating clear and distinct brand personalities in their ads, with competence and sincerity being portrayed most frequently. The study establishes a foundation for future research on brand personality in the medical tourism industry. Suggestions for future research are offered.
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