IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-93965y2019i2p267-284.html
   My bibliography  Save this article

Measuring Matching among Brand Associations in the Fashion Online Communities

Author

Listed:
  • Nedka Dechkova Nikiforova

Abstract

In this manuscript a novel approach to measure brand association matching in virtual environments is applied. This innovative approach allows to compare company-defined with consumers-perceived brand associations in online brand studies also in terms of strength. It combines: i) existing text-mining techniques to collect the data from online communities, and ii) Hybrid Log-Linear models for estimating the company- defined and the consumers-perceived brand association matching and strength. This approach provides an innovative marketing tool for companies and brand managers for defining the brand communication as well as the brand strategies. The proposed method is applied to real data extracted from online fashion communities and related to a famous fashion brand.

Suggested Citation

  • Nedka Dechkova Nikiforova, 2019. "Measuring Matching among Brand Associations in the Fashion Online Communities," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 267-284.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/93965:y:2019:i:2:p:267-284
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/93965
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/93965
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/93965:y:2019:i:2:p:267-284. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.