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Purpose -- The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach -- The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings -- The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications -- The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value -- The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management. [ABSTRACT FROM AUTHOR]

Purpose -- The purpose of this paper is to discuss the current role of qualitative research in the analysis of the relations between brands and consumers in new market spaces, with particular reference to how it can be enhanced with quantitative techniques to study interactions in online communities. Design/methodology/approach -- The paper reviews key scientific contributions in the area of qualitative marketing research. Drawing from this theoretical background, the authors then propose the integration of digital ethnography (a qualitative approach) with quantitative text mining as an innovative approach to gain insights into perceptions of brand associations among online consumers. Findings -- The paper contributes to a greater awareness of both limitations and new perspectives in relation to qualitative market research, while suggesting innovative paths for future research. Practical implications -- The new methodological approach described can be used to better understand brand knowledge based on consumer brand associations. These insights can then be applied towards developing and implementing effective branding strategies. Originality/value -- The authors propose an interdisciplinary methodology to study consumer behaviour in online communities which incorporates digital ethnography and computer-assisted textual analysis. Particularly the latter technique (borrowed from the field of linguistics) has not yet been exploited extensively in marketing research, but is capable of offering new types of knowledge with important implications for strategic brand management. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to investigate how companies entering the Chinese market integrate brand image and country image, how they redefine this integration in the corporate rebranding process adopted to develop the new market, and what impact they achieve in terms of commercial and economic results. Design/methodology/approach – The research is based on the analysis of the cases of Alpha and Beta. Alpha is a multinational company specialized in the production of chocolate, while Beta is one of the world's largest companies in the tyre industry. These cases are emblematic for the way the two companies combine brand attributes and country image attributes. Findings – The case analysis shows that: initially in the corporate rebranding strategy defined in China, brand image is created independently from the country image; the impact of the integration on brand attitude is sought by producing a cross-fertilization between the meaning of brand attitude and of country image attitude; the level of integration (country-of-manufacture, country-of-design) embodies the aim of the integration itself; and the differentiation of the country image for different brands passes through a phase of focalization. Originality/value – The study identifies practices that managers can consider in the definition of the integration strategies involving brand image and country images that accompany their rebranding processes in the Chinese market. The analysis of these practices together with the results may help managers to arrive at pondered decisions concerning integration. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to analyse the emergent role of market in cultural enterprises. Design/methodology/approach – The authors consider market as network and identify the role of the interaction process with a special focus on theatre organizations. Findings – The interactions are examined on the basis of relationship models, distinguishing for each of them the progressive changes in their structural components (actors, activities and resources) and the outcomes (economic, artistic, social) produced. Originality/value – The value of the study is to identify market representation by theatre organizations and to analyse their interactions with the market as a cumulative and continuous process. [ABSTRACT FROM AUTHOR]