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

Silvia Ranfagni|Rossella Berni|Nedka Dechkova Nikiforova
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.03|Journal of Global Fashion Marketing|제11권 제2호|pp. 117-136|DOI https://doi.org/10.1080/20932685.2019.1706608

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참고문헌

키워드

文本挖掘online communityBrand associationUser-Generated Content-UGCtext -miningHybrid Log-Linear models品牌关联在线社区用户生成内容混合对数线性模型
주제분류경영학

초록

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 companydefined 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.

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 companydefined 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.

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