ENBIS Spring Meeting 2018

4 – 6 June 2018; Florence, Italy Abstract submission: 17 November 2017 – 20 April 2018

An Integrated Approach For Measuring Matching And Strength In Green Brand Associations Through Text-Mining Techniques And Log-Linear Models

6 June 2018, 09:55 – 10:20


Submitted by
Nedka Dechkova Nikiforova
Silvia Ranfagni (Department of Economics and Management, University of Florence), Nedka Dechkova Nikiforova (Department of Statistics, Computer Science, Applications “G. Parenti”, University of Florence)
Nowadays, an increasing number of companies adopt green brand strategies by prioritizing sustainability in their agenda. To this end, an important issue to consider is how to efficiently measure the green brand associations that compose the brand image as perceptual nodes that consumers associate with the green brand and hold in their memory. With this in mind, in this talk we propose an innovative approach to estimate the alignment between company-defined and consumer-perceived green brand associations in virtual settings by integrating linguistic tools with log-linear models. More precisely, we propose an integrated approach in which textual data and Hybrid Log Linear models are combined in a whole, interconnected procedure in order to measure the alignment between the voice of the company and the voice of the customers in terms of green brand associations. In order to develop it, we have investigated online communities related to a green fashion brand. We have identified the common co-occurrences of both company and consumers and related to green brand associations through text-mining techniques. Following, these common co-occurrences have been analyzed through Hybrid Log Linear models that result particularly useful for studying complex structures of associations formed by co-occurrence counts in a contingency table (Goodman, 1965; Bishop et al., 1975; Fingleton, 1984). Moreover, our proposed approach allows to obtain a unified framework for measuring: i) consumers vs. company brand association matching, and ii) the strength of consumers vs. company green brand associations, by also providing an innovative marketing tool for defining green brand strategies.

1) Goodman L. A. (1965). On the Statistical Analysis of the Mobility Tables. American Journal of Sociology, 70(5): 564-584.
2) Bishop Y. M., Fienberg S. E. and Hollande P. W. (1975). Discrete Multivariate Analysis: Theory and Practice. Cambridge: MIT Press.
3) Fingleton B. (1984). Models of Category Counts. Cambridge: Cambridge University Press.

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