Exploring brand associations: an innovative methodological approach
作者: Belinda Crawford CamiciottoliSilvia RanfagniSimone Guercini
作者单位: 1Department of English Studies, University of Pisa, Pisa, Italy
2Department of Economics and Management, University of Florence, Florence, Italy
刊名: European Journal of Marketing, 2014, Vol.48 (5/6), pp.1092-1112
来源数据库: Emerald Journal
DOI: 10.1108/EJM-12-2011-0770
关键词: Fashion industryOnline communitiesBrand associationsQualitative–quantitative approachText miningTextual analysis
原始语种摘要: Purpose(#br) – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. (#br)Design/methodology/approach(#br) – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching....
全文获取路径: Emerald 

  • brand 黑穗病
  • methodological 方法论的
  • approach 
  • market 市场
  • methodology 方法学
  • fashion 时兴
  • company 公司
  • exploratory 勘探的
  • purpose 目的
  • industry 工业