An interdisciplinary method for brand association research
作者: Silvia RanfagniSimone GuerciniBelinda Crawford Camiciottoli
作者单位: 1Department of Economics and Management, University of Florence, Florence, Italy
2Department of English Studies, University of Pisa, Pisa, Italy
刊名: Management Decision, 2014, Vol.52 (4), pp.724-736
来源数据库: Emerald Journal
DOI: 10.1108/MD-04-2012-0284
关键词: Text miningOnline communitiesBrand associationsDigital ethnographyQualitative-quantitative approach
原始语种摘要: Purpose(#br) – The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. (#br)Design/methodology/approach(#br) – The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. (#br)Findings(#br) – The paper contributes to a greater awareness of both limitations and...
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关键词翻译
关键词翻译
  • brand 黑穗病
  • research 
  • market 市场
  • approach 
  • methodological 方法论的
  • methodology 方法学
  • ethnography 人种学
  • qualitative 质的
  • discuss 议论
  • quantitative 量的