An integrated approach to estimate brand association matching and strength in virtual settings

Rossella Berni, Nedka Dechkova Nikiforova and Silvia Ranfagni

Journal of Global Fashion Marketing, 2020, vol. 11, issue 2, 117-136

Abstract: This paper proposes an innovative method for estimating brand association matching and strength. It is based on a dual analytical perspective as it compares consumer-perceived with company-defined brand associations, thereby filling a research gap in the offline and online brand studies. In order to build this method, we investigate online communities as authentic interactive environments by combining text-mining with Hybrid Log-Linear models. What emerges is an interdisciplinary method that contributes to extending the use of the user-generated content (UGC) for marketing purposes. Its application is useful for verifying the conditions for customer brand equity and more systematically controlling the adopted brand communications. The analysis also takes into consideration consumers who, after experiencing the virtual setting, have become free-brand tellers and real co-creators of brand meaning. In the study, we focus on online fashion communities as digital platforms where consumer interactions are particularly intensive, and the narratives are rich in brand-related perceptions.

Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2019.1706608 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:11:y:2020:i:2:p:117-136

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2019.1706608

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().