Combining online market research methods for investigating brand alignment: the case of Nespresso
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. Specifically, consumer brand associations from user-generated content (UGC) and company brand associations from firm-ge...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2021
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |