{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,7]],"date-time":"2026-02-07T18:17:18Z","timestamp":1770488238094,"version":"3.49.0"},"reference-count":38,"publisher":"Emerald","issue":"7","license":[{"start":{"date-parts":[[2017,11,13]],"date-time":"2017-11-13T00:00:00Z","timestamp":1510531200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2017,11,13]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication within that brand community.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>The paper is empirical in nature. The authors use community-generated content from eight online brand communities and perform content analysis using the text analysis software Diction. The authors employ the five brand personality dictionaries (competence, excitement, ruggedness, sincerity and sophistication) from the Pitt <jats:italic>et al.<\/jats:italic> (2007) dictionary source as the basis for the authors\u2019 analysis.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The paper offers two main contributions. First, it identifies two types of communities: those focusing on solving functional problems that consumers might encounter with a firm\u2019s offering and those focusing on broader engagement with the brand. Second, the study serves as a blueprint that marketers can adopt to analyze online brand communities using a computerized approach. Such a blueprint is beneficial not only to analyze a firm\u2019s own online brand community but also that of competitors, thus providing insights into how their brand stacks up against competitor brands.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This is the first paper examining the nature of online brand communities by means of computerized content analysis. The authors outline a number of areas that marketing scholars could explore further based on the authors analysis. The paper also highlights implications for marketers when establishing, managing, monitoring and analyzing online brand communities.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/oir-08-2016-0235","type":"journal-article","created":{"date-parts":[[2017,9,28]],"date-time":"2017-09-28T20:44:38Z","timestamp":1506631478000},"page":"1064-1075","source":"Crossref","is-referenced-by-count":20,"title":["The brand personalities of brand communities: an analysis of online communication"],"prefix":"10.1108","volume":"41","author":[{"given":"Jeannette","family":"Paschen","sequence":"first","affiliation":[]},{"given":"Leyland","family":"Pitt","sequence":"additional","affiliation":[]},{"given":"Jan","family":"Kietzmann","sequence":"additional","affiliation":[]},{"given":"Amir","family":"Dabirian","sequence":"additional","affiliation":[]},{"given":"Mana","family":"Farshid","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"3","key":"key2020120419321168000_ref001","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1177\/002224379703400304","article-title":"Dimensions of brand personality","volume":"34","year":"1997","journal-title":"Journal of Marketing Research"},{"issue":"2","key":"key2020120419321168000_ref002","doi-asserted-by":"crossref","first-page":"143","DOI":"10.1057\/palgrave.bm.2540162","article-title":"Do brand personality scales really measure brand personality?","volume":"11","year":"2003","journal-title":"Journal of Brand Management"},{"issue":"1","key":"key2020120419321168000_ref003","doi-asserted-by":"crossref","first-page":"75","DOI":"10.1362\/147539203764935390","article-title":"Brand meaning negotiation and the role of the online community: a mini case study","volume":"2","year":"2003","journal-title":"Journal of Customer Behaviour"},{"issue":"1","key":"key2020120419321168000_ref004","doi-asserted-by":"crossref","first-page":"224","DOI":"10.2501\/JAR-51-1-224-238","article-title":"Tracking back-talk in consumer-generated advertising: an analysis of two interpretative approaches","volume":"51","year":"2011","journal-title":"Journal of Advertising Research"},{"issue":"1","key":"key2020120419321168000_ref005","doi-asserted-by":"crossref","first-page":"87","DOI":"10.2753\/JOA0091-3367400106","article-title":"Understanding consumer conversations around ads in a web 2.0 world","volume":"40","year":"2011","journal-title":"Journal of Advertising"},{"issue":"11\/12","key":"key2020120419321168000_ref006","doi-asserted-by":"crossref","first-page":"1365","DOI":"10.1108\/03090560910989939","article-title":"Differentiation and silver medal winner effects","volume":"43","year":"2009","journal-title":"European Journal of Marketing"},{"key":"key2020120419321168000_ref007","article-title":"Brand communities and anti-brand communities: similarities, differences and implications for practitioners","year":"2012"},{"issue":"1","key":"key2020120419321168000_ref008","doi-asserted-by":"crossref","first-page":"28","DOI":"10.1108\/JPBM-06-2014-0635","article-title":"Consumer engagement in online brand communities: a social media perspective","volume":"24","year":"2015","journal-title":"Journal of Product & Brand Management"},{"issue":"3","key":"key2020120419321168000_ref009","doi-asserted-by":"crossref","first-page":"241","DOI":"10.1016\/j.ijresmar.2003.12.004","article-title":"A social influence model of consumer participation in network- and small-group-based virtual communities","volume":"21","year":"2004","journal-title":"International Journal of Research in Marketing"},{"issue":"2","key":"key2020120419321168000_ref010","doi-asserted-by":"crossref","first-page":"127","DOI":"10.1177\/0047287506291603","article-title":"Destination personality: an application of brand personality to tourism destinations","volume":"45","year":"2006","journal-title":"Journal of Travel Research"},{"issue":"3","key":"key2020120419321168000_ref011","doi-asserted-by":"crossref","first-page":"42","DOI":"10.1145\/1962438.1962450","article-title":"Understanding, fostering, and supporting cultures of participation","volume":"18","year":"2011","journal-title":"Interactions"},{"issue":"4","key":"key2020120419321168000_ref012","first-page":"105","article-title":"Getting brand communities right","volume":"87","year":"2009","journal-title":"Harvard Business Review"},{"issue":"2","key":"key2020120419321168000_ref013","doi-asserted-by":"crossref","first-page":"104","DOI":"10.1057\/bm.2012.43","article-title":"Open source brands and their online brand personality","volume":"20","year":"2012","journal-title":"Journal of Brand Management"},{"key":"key2020120419321168000_ref014","unstructured":"Hogan, R. 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