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The Brand Personality in Online Communities

Author

Listed:
  • Silvia Ranfagni
  • Monica Faraoni
  • Belinda Crawford Camiciottoli

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.

Suggested Citation

  • Silvia Ranfagni & Monica Faraoni & Belinda Crawford Camiciottoli, 2016. "The Brand Personality in Online Communities," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 55-76.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/82868:y:2016:i:1:p:55-76
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