Autore
Crawford Camiciottoli, Belinda

Titolo
Crafting Brand Identity in the Fashion Industry: A Linguistic Analysis of Web-based Company Communication
Periodico
Textus
Anno: 2013 - Fascicolo: 1 - Pagina iniziale: 81 - Pagina finale: 90

This paper explores the construction of brand identity in thefashion industry through a linguistic analysis of the English languagecommunications of three internationally-renowned Italian fashion brands:Valentino, Dolce & Gabbana and Giorgio Armani. Three datasets werecompiled from web-based communications of each fashion brand andsubsequently analysed with text mining software to extract keywordsand descriptive adjectives that reflected facets of brand identity. Theresults indicate that the three brands present broadly similar lexicalprofiles that are closely aligned with fashion products, designers andevents. At the same time, there were interesting differences in terms ofthe attributes of identity that each individual brand chose to highlight.The findings are useful for understanding more about how companiesseek to utilise web-based communications to shape brand identity in anincreasingly globalised marketplace.



SICI: 1824-3967(2013)1<81:CBIITF>2.0.ZU;2-6
Testo completo: http://www.mulino.it/download/article/10.7370/75500
Testo completo alternativo: http://www.mulino.it/doi/10.7370/75500

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico