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作者机构:Program of Science Management and Information Technology Federal University of Parana Curitiba Parana Brazil
出 版 物:《Journal of Relationship Marketing》 (J. Relationsh. Mark.)
年 卷 期:2018年第17卷第2期
页 面:95-117页
学科分类:12[管理学] 120202[管理学-企业管理(含:财务管理、市场营销、人力资源管理)] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 020205[经济学-产业经济学]
主 题:brand equity consumer-based brand equity data mining knowledge discovery online social network social media social network analysis
摘 要:Online social networks have expanded their “virtual borders, making the Internet more like an environment of social interaction than a business tool. However, even before the emergence and expansion of social media, marketing professionals were interested in identifying consumers perceptions about brands. Thus, operational models have been proposed to facilitate such a task. Those models, however, can be expensive and inconvenient, since the models use questionnaires for data collection. To help overcome this problem, this article proposes a model for brand equity analysis from the consumer perspective expressed in social networks using opinion mining techniques and social network analysis. The application of the proposed model on data collected from Twitter made it possible to analyze five brand equity dimensions: brand awareness, brand loyalty, perceived sentiment, perceived quality, and brand associations. The results reached by the application of the model show that brand equity can be analyzed from data retrieved from virtual social networks, disclosing how consumers perceive brands in such an environment, without using questionnaires, enabling different brands in different contexts. Those data can be analyzed under both objective and replicable criteria for each of the brand equity elements that make up the model. © 2018 Taylor & Francis Group, LLC.