This paper provides an innovative approach to brand tracking in the context of online retail shopping by deriving meaning from the vast amount of information stored in online search engine databases. The method draws upon research in lexical text analysis and computational linguistics to gain insights into the structural schema of online brand positions. The paper proposes a simple-to-use method that managers can utilize to assess their brand's positioning relative to that of their competitors' in the online environment.
Bibliographical noteFunding Information:
The authors would like to thank Aleksey Cherfas for his significant assistance with the programming for this project. We also gratefully acknowledge the financial support of the UMD Chancellor's Grant program and additional support from CRITO/Project POINT.
Copyright 2009 Elsevier B.V., All rights reserved.
- Brand personality
- Lexical semantics
- User-generated content