Ranfagni, Silvia, Belinda Crawford Camiciottoli, and Monica Faraoni. "How to measure alignment in perceptions of brand personality within online communities: interdisciplinary insights." Journal of Interactive Marketing 35.1 (2016): 70-85.

This study presents an innovative methodology to assess the alignment between company-intended and consumer-perceived brand personality, particularly within the fashion industry. By integrating marketing and linguistics, the research analyzes textual data from both company and consumer web communications across over 100 fashion brands. Using software to extract adjectives representing brand personality, the study calculates ratios to measure the degree of alignment between the two perspectives, the similarity in personality among brands, and consumer perceptions of this similarity. Findings reveal varying degrees of alignment, indicating the effectiveness of brand communication strategies. This methodology offers valuable insights for evaluating brand differentiation and refining communication approaches.