Exploring brand associations: an innovative methodological approach

Purpose The objective 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 in order 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

An interdisciplinary approach to brand association research

Purpose. This paper discusses 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

Brand personality alignment and consumer engagement to define competitive positioning in online fashion communities: An interdisciplinary methodology

New communication challenges for companies that use social media are: 1) the knowledge and control of the degree of alignment between communicated and perceived brand personality in order to measure the effectiveness of competitive positioning, and 2) the measurement of engagement among consumers who share comments about brands in online communities. Our research proposes research tools that can help fashion companies meet these challenges. In particular, we present an innovative methodological approach that combines netnography and text-mining to extract and analyze data from online communities of fashion brands

Time dependence of evanescent quantum waves

The time dependence of quantum evanescent waves generated by a point source with an infinite or a limited frequency band is analyzed. The evanescent wave is characterized by a forerunner (transient) related to the precise way the source is switched on. It is followed by an asymptotic, monochromatic wave which at long times reveals the oscillation frequency of the source. For a source with a sharp onset the forerunner is exponentially larger than the monochromatic solution and a transition from the transient regime to the asymtotic regime occurs only at asymptotically large times. In this case, the traversal time for tunneling plays already a role only in the transient regime. To enhance the monochromatic solution compared to the forerunner we investigate (a) frequency band limited sources and (b) the short time Fourier analysis (the spectrogram) corresponding to a detector which is frequency band limited. Neither of these two methods leads to a precise determination of the traversal time. However, if they are limited to determine the traversal time only with a precision of the traversal time itself both methods are successful: In this case the transient behavior of the evanescent waves is at a time of the order of the traversal time followed by a monochromatic wave which reveals the frequency of the source.Comment: 16 text pages and 9 postscript figure

Time scale of forerunners in quantum tunneling

The forerunners preceding the main tunneling signal of the wave created by a source with a sharp onset or by a quantum shutter, have been generally associated with over-the-barrier (non-tunneling) components. We demonstrate that, while this association is true for distances which are larger than the penetration lenght, for smaller distances the forerunner is dominated by under-the-barrier components. We find that its characteristic arrival time is inversely proportional to the difference between the barrier energy and the incidence energy, a tunneling time scale different from both the phase time and the B\"uttiker-Landauer (BL) time.Comment: Revtex4, 14 eps figure

Sub-femtosecond determination of transmission delay times for a dielectric mirror (photonic bandgap) as a function of angle of incidence

Using a two-photon interference technique, we measure the delay for single-photon wavepackets to be transmitted through a multilayer dielectric mirror, which functions as a ``photonic bandgap'' medium. By varying the angle of incidence, we are able to confirm the behavior predicted by the group delay (stationary phase approximation), including a variation of the delay time from superluminal to subluminal as the band edge is tuned towards to the wavelength of our photons. The agreement with theory is better than 0.5 femtoseconds (less than one quarter of an optical period) except at large angles of incidence. The source of the remaining discrepancy is not yet fully understood.Comment: 5 pages and 5 figure

Tunneling dynamics in relativistic and nonrelativistic wave equations

We obtain the solution of a relativistic wave equation and compare it with the solution of the Schroedinger equation for a source with a sharp onset and excitation frequencies below cut-off. A scaling of position and time reduces to a single case all the (below cut-off) nonrelativistic solutions, but no such simplification holds for the relativistic equation, so that qualitatively different ``shallow'' and ``deep'' tunneling regimes may be identified relativistically. The nonrelativistic forerunner at a position beyond the penetration length of the asymptotic stationary wave does not tunnel; nevertheless, it arrives at the traversal (semiclassical or B\"uttiker-Landauer) time "tau". The corresponding relativistic forerunner is more complex: it oscillates due to the interference between two saddle point contributions, and may be characterized by two times for the arrival of the maxima of lower and upper envelops. There is in addition an earlier relativistic forerunner, right after the causal front, which does tunnel. Within the penetration length, tunneling is more robust for the precursors of the relativistic equation

Unified time analysis of photon and (nonrelativistic) particle Tunnelling, and the Superluminal group-velocity problem

A unified approach to the time analysis of tunnelling of nonrelativistic particles is presented, in which Time is regarded as a quantum-mechanical observable, canonically conjugated to Energy. The validity of the Hartman effect (independence of the Tunnelling Time of the opaque barrier width, with Superluminal group velocities as a consequence) is verified for ALL the known expressions of the mean tunnelling time. Moreover, the analogy between particle and photon tunnelling is suitably exploited. On the basis of such an analogy, an explanation of some recent microwave and optics experimental results on tunnelling times is proposed. Attention is devoted to some aspects of the causality problem for particle and photon tunnelling.Comment: plain (old) LaTeX; 42 pages; plus figures 1, 2, 3, 4a, 4b, and

Multibarrier tunneling

We study the tunneling through an arbitrary number of finite rectangular opaque barriers and generalize earlier results by showing that the total tunneling phase time depends neither on the barrier thickness nor on the inter-barrier separation. We also predict two novel peculiar features of the system considered, namely the independence of the transit time (for non resonant tunneling) and the resonant frequency on the number of barriers crossed, which can be directly tested in photonic experiments. A thorough analysis of the role played by inter-barrier multiple reflections and a physical interpretation of the results obtained is reported, showing that multibarrier tunneling is a highly non-local phenomenon.Comment: RevTex, 7 pages, 1 eps figur

Quantum Tunneling in the Wigner Representation

Time dependence for barrier penetration is considered in the phase space. An asymptotic phase-space propagator for nonrelativistic scattering on a one - dimensional barrier is constructed. The propagator has a form universal for various initial state preparations and local potential barriers. It is manifestly causal and includes time-lag effects and quantum spreading. Specific features of quantum dynamics which disappear in the standard semi-classical approximation are revealed. The propagator may be applied to calculation of the final momentum and coordinate distributions, for particles transmitted through or reflected from the potential barrier, as well as for elucidating the tunneling time problem.Comment: 18 pages, LATEX, no figure