In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

Purpose This study aims to highlight the importance of brand equity dimensions which act as
a mediator between online reviews and consumer's purchase intention. In particular, the …

Purpose Aaker's brand personality scale (BPS) published in 1997 has revived hitherto
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …

El marketing digital ha modificado la forma de operar de los negocios a nivel internacional,
teniendo en cuenta el auge que ha alcanzado el uso de las tecnologías de la información y …

Online communities have evolved to allow larger numbers of individuals to interact with
other users to form a collective virtual environment influenced by members within the …

Purpose The extensive brand associations research lacks organisation when it comes to the
used information cues. This paper aims to systematically map and categorise the brand …

Issues of diversity and inclusion increasingly influence the purchasing process and brand
loyalty of new generations of customers. Additionally, scholars and policymakers are calling …

Tools for analyzing social media text data to gain marketing insight have recently emerged.
While a wealth of research has focused on automated human personality assessment, little …

Despite having received considerable academic attention, existing brand personality (BP)
scales are difficult to generalize and likely need further development. The aim of this study …

Purpose The purpose of this paper is to propose a research approach to investigate brand
alignment by exploiting textual data from online brand communities in the coffee industry …