The Brand Personality in Online Communities

Silvia Ranfagni, Monica Faraoni and Belinda Crawford Camiciottoli

Micro & Macro Marketing, 2016, issue 1, 55-76

Abstract: This paper proposes a methodological approach to investigate the correspondence between brand personality as communicated by companies and brand personality as perceived by consumers. Applied to the online fashion community, it is based on linguistic techniques whose results find their synthesis in two ratios. The first one is Cbpa (Consumer Brand Personality Alignment, and the second is the Cbpc(C/B) (Consumer Brand Personality Coverage). The methodology is implemented with 42 fashion brands belonging to the premium apparel segment.

Keywords: Brand Personality; Online Communities; Market Research; Match. (search for similar items in EconPapers)
Date: 2016
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