The paper proposes specific research approach to investigate and measure consumer engagement and brand alignment in fashion online communities
Brand personality alignment and consumer engagement to define competitive positioning in online fashion communities:an interdisciplinary methodology / Faraoni, Monica; Crawford, Belinda; Ranfagni, Silvia. - ELETTRONICO. - (2015), pp. 1-10. (Intervento presentato al convegno Gamma Conference 2015 tenutosi a Florence nel 25-28 June).
Brand personality alignment and consumer engagement to define competitive positioning in online fashion communities:an interdisciplinary methodology
FARAONI, MONICA;CRAWFORD, BELINDA BLANCHE;RANFAGNI, SILVIA
2015
Abstract
The paper proposes specific research approach to investigate and measure consumer engagement and brand alignment in fashion online communities
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