The Nuances of Brand Personality: A Corpus-assisted Linguistic Analysis of Web-based Communications of Fashion Brands
The ability to establish a particular brand personality (i.e. a set of human personality traits that consumers associate with a brand) is a key component of fashion brand management and communication. A given fashion brand may use language that communicates different personality traits (e.g. glamou...
| الحاوية / القاعدة: | Hermes |
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| المؤلف الرئيسي: | |
| التنسيق: | مقال |
| اللغة: | الألمانية |
| منشور في: |
Aarhus University
2018-06-01
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| الموضوعات: | |
| الوصول للمادة أونلاين: | https://tidsskrift.dk/her/article/view/106197 |