How to Measure Alignment in Perceptions of Brand Personality Within Online Communities: Interdisciplinary Insights
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- 作者：Silvia Ranfagnia ; silvia.ranfagni@unifi.it" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Belinda Crawford Camiciottolib ; belinda.crawford@unipi.it" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae ; Monica Faraonia ; monica.faraoni@unifi.it" class="auth_mail" title="E-mail the corresponding authorAuthor Vitae
- 关键词：Brand personality ; Online communities ; Interdisciplinary research ; Textual analysis ; Fashion industry
- 刊名：Journal of Interactive Marketing
- 出版年：2016
- 出版时间：August 2016
- 年：2016
- 卷：35
- 期：Complete
- 页码：70-85
- 全文大小：1120 K
文摘
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We propose an interdisciplinary method to investigate perceptions of brand personality.
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Adjectives that express brand personality were extracted from online interactions.
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We identified ratios to measure alignment and perceived similarity in brand personality.
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High vs. low ratios were associated with more vs. less effective brand communication.
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Ratios were combined to evaluate the perceived differentiating power of brands.