..., and/or publication of this article. 17 02 2026 26 05 2026 26 06 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Fashion brand communication Emotional strategy Text mining Emotion-based analysis Brand positioning Funding...

... scenario-based experiments (N = 1,140) tested the hypothesis. Findings Informal address (vs. formal) increases consumer brand engagement. This effect is independently and sequentially mediated by psychological distance and perceived warmth. Brand positioning moderates the relationship...

... 2022 Emerald Publishing Limited Licensed re-use rights only Inter-brand similarity Brand positioning Perceptual mapping Text mining Lift measure Netzer et al. (2012) explored the market structure and the brand-associative network derived from online discussions using a text...

...Kuo-Ning Liu; Clark Hu Purpose The purpose is to understand the importance of brand experience in the Taiwan hotel branding process; also, this study is to investigate the moderating effect of brand experience on the relationship between brand positioning and non-financial brand performance...

... distinct constructs. However, this was not found for the other product category. Originality/value CAP, which has better potential to predict outcomes than NCAP, could have relevant implications in brand positioning assessment and importance-performance analyses. Jorge Vera-Martinez...