Paper Info
Title
Listen To Your Customers: Insights Into Brand Image Using Online Consumer-Generated Product Reviews
Abstract
Online consumer-generated product reviews are a growing phenomenon and have led to the posting of colossal amounts of data by consumers on the Web. These data include consumers' thoughts, opinions, and feelings about brands and offer firms the opportunity to "listen in" on consumers to get a better understanding of the topics discussed about their brands. Using the human associative memory model as the theoretical framework, the authors introduce an approach to convert online product reviews into meaningful information about brand images using a novel combination of text mining and network analysis methodologies. Following a network-based understanding of brand image, the authors use online product reviews to extract consumers' brand associations and their interconnections as well as to depict and characterize the network of brand associations. In an empirical study, the authors test the approach and illustrate its managerial usefulness. The suggested approach allows managers to effectively monitor and detect strengths and weaknesses of brand image. Moreover, the proposed approach is one of the first attempts to measure brand image using consumer-generated content by applying text mining and network analysis.
Year
DOI
Venue
2015
10.1080/10864415.2016.1061792
INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE
Keywords
Field
DocType
Brand image, consumer-generated content, network analysis, online product reviews, text mining
Economics,Brand image,Content-addressable memory,Advertising,Network analysis,Product reviews,Brand management,Marketing,Brand awareness,Empirical research
Journal
Volume
Issue
ISSN
20
1
1086-4415
Citations 
PageRank 
References 
5
0.46
20
Authors
5
Name
Order
Citations
PageRank
Sonja Gensler1181.82
Franziska Völckner2292.11
Marc Egger3133.65
Kai Fischbach428432.81
Detlef Schoder535046.46