Exploring brand associations: An innovative methodological approach

European Journal of Marketing

Volumn 48, Issue 5-6, 2014, Pages 1092-1112

  Camiciottoli, Belinda Crawford ^a   Ranfagni, Silvia ^b   Guercini, Simone ^b  

^a UNIVERSITY OF PISA   (Italy)

^b UNIVERSITY OF FLORENCE   (Italy)

Author keywords

Brand associations; Fashion industry; Online communities; Qualitative quantitative approach; Text mining; Textual analysis

Indexed keywords

EID: 84929661398     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/EJM-12-2011-0770     Document Type: Article

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