Harvesting Brand Information from Social Tags

2017 ◽  
Vol 81 (4) ◽  
pp. 88-108 ◽  
Author(s):  
Hyoryung Nam ◽  
Yogesh V. Joshi ◽  
P.K. Kannan
Keyword(s):  
Text Mining ◽  
Concept Maps ◽  
Marketing Research ◽  
Added Value ◽  
New Approach ◽  
Social Tags ◽  
Reduction Methods ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Brand Information

Social tags are user-defined keywords associated with online content that reflect consumers’ perceptions of various objects, including products and brands. This research presents a new approach for harvesting rich, qualitative information on brands from user-generated social tags. The authors first compare their proposed approach with conventional techniques such as brand concept maps and text mining. They highlight the added value of their approach that results from the unconstrained, open-ended, and synoptic nature of consumer-generated content contained within social tags. The authors then apply existing text-mining and data-reduction methods to analyze disaggregate-level social tagging data for marketing research and demonstrate how marketers can utilize the information in social tags by extracting key representative topics, monitoring common dynamic trends, and understanding heterogeneous perceptions of a brand.

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

2006 ◽  
Vol 43 (4) ◽  
pp. 549-563 ◽  
Author(s):  
Deborah Roedder John ◽  
Barbara Loken ◽  
Kyeongheui Kim ◽  
Alokparna Basu Monga
Keyword(s):  
Concept Maps ◽  
Brand Association ◽  
Brand Concept ◽  
Brand Concept Maps

A mechanism for aggregating association network data: An application to brand concept maps

2017 ◽  
Vol 79 ◽  
pp. 90-106 ◽  
Author(s):  
Daniel Böger ◽  
Pascal Kottemann ◽  
Martin Meißner ◽  
Reinhold Decker
Keyword(s):  
Concept Maps ◽  
Network Data ◽  
Association Network ◽  
Brand Concept ◽  
Brand Concept Maps

Investigating feedback effects in the field of brand extension using brand concept maps

2018 ◽  
Vol 13 (1) ◽  
pp. 41-64 ◽  
Author(s):  
Pascal Kottemann ◽  
Anja Plumeyer ◽  
Reinhold Decker
Keyword(s):  
Cognitive Processing ◽  
Concept Maps ◽  
Empirical Studies ◽  
Brand Extension ◽  
Feedback Effects ◽  
Content Type ◽  
Individual Level ◽  
Associative Network ◽  
Brand Concept ◽  
Brand Concept Maps

Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network. Design/methodology/approach This research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries. Findings The findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected. Research limitations/implications By applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image. Originality/value Data from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.

Developing and testing a typology of brand benefit differentiation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexander Farestvedt Hem ◽  
Magne Supphellen
Keyword(s):  
Concept Maps ◽  
Future Research ◽  
Negative Effects ◽  
Brand Attachment ◽  
Content Type ◽  
Positive Effects ◽  
Benefit Evaluation ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
First Time

Purpose The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis. Findings A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively. Research limitations/implications The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments. Practical implications The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation. Originality/value This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.

Consumer values of corporate and celebrity brand associations

2015 ◽  
Vol 18 (2) ◽  
pp. 164-187 ◽  
Author(s):  
Jasmina Ilicic ◽  
Cynthia M. Webster
Keyword(s):  
Concept Maps ◽  
Methodological Approach ◽  
Personal Meaning ◽  
Brand Associations ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Corporate Brands

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

scholarly journals Calculating Value Added of Prostitution with Multiple Data: A New Approach for Belgium

2017 ◽  
Vol 47 (1) ◽  
pp. 58-86 ◽  
Author(s):  
Stef Adriaenssens ◽  
Jef Hendrickx
Keyword(s):  
Sex Workers ◽  
Relative Size ◽  
Value Added ◽  
Added Value ◽  
Standard Errors ◽  
New Approach ◽  
Economic Output ◽  
Multiple Data ◽  
Innovative Methodology ◽  
Starting Point

Economic output implies that underground sectors such as prostitution are taken into account. This article presents an innovative methodology to measure turnover and added value in prostitution based on a combination of observational and Internet data. The method is applied to Belgium. Turnover is broken down in transactions and price per segment. The starting point is an observation-based measure of turnover in one locational and visible segment of the market: window prostitution. Fundamental differences between segments make linear generalizations from one segment invalid. Therefore, we estimate the relative size of transactions in other segments (such as brothels or escort) with Internet data. In combination with measures of average price per transaction, a consolidated estimate of turnover in prostitution in Belgium is measured. Estimates of nonresident production are based on data on sex workers’ country of origin. Several bootstrap replications allow for robustness checks of the delta-based standard errors.

scholarly journals Graph Algorithms for Word Sense Disambiguation in Biomedicine

2015 ◽  
Author(s):  
Rodrigo Goulart ◽  
Juliano De Carvalho ◽  
Vera De Lima
Keyword(s):  
Text Mining ◽  
Graph Algorithms ◽  
State Of The Art ◽  
Word Sense Disambiguation ◽  
The State ◽  
Word Sense ◽  
New Approach ◽  
Similar Performance ◽  
Sense Disambiguation ◽  
Different Levels

Word Sense Disambiguation (WSD) is an important task for Biomedicine text-mining. Supervised WSD methods have the best results but they are complex and their cost for testing is too high. This work presents an experiment on WSD using graph-based approaches (unsupervised methods). Three algorithms were tested and compared to the state of the art. Results indicate that similar performance could be reached with different levels of complexity, what may point to a new approach to this problem.

A new approach to the Scoreboard

2015 ◽  
Vol 42 (4) ◽  
pp. 659-688
Author(s):  
Cosimo Magazzino ◽  
Francesco Felici ◽  
Vanja Bozic
Keyword(s):  
European Commission ◽  
Design Methodology ◽  
Early Stage ◽  
Critical Issue ◽  
Added Value ◽  
Policy Makers ◽  
New Approach ◽  
Content Type ◽  
Starting Point ◽  
The Relationship

Purpose – The purpose of this paper is to investigate the information content of the variables that can help detecting external and internal imbalances in an early stage. The starting point is the Scoreboard, where nine indicators are chosen in order to increase macroeconomic surveillance of all member states. Design/methodology/approach – This paper provides an overview of the variables that could be informative for imbalances by focusing on EU-27 countries over the period 1960-2010. The number of chosen variables is 28, and they are aggregated in six macro-areas. Therefore, once an imbalance is observed in any of those areas, it is possible to detect in a simple way which specific variable is determining such outcome. Findings – In general, this approach provides reliable signal to the policy-makers about the indicators that can drive imbalances within the area, shedding light on the relationship among the variables included in the analysis, too. Research limitations/implications – In fact, the empirical results underline some well-known critical issue for several countries, and is largely in line with results obtained in a variety of EC and OECD studies. Originality/value – The main added value of the approach adopted in this paper is the introduction of more variables than those initially proposed by the European Commission in the construction of the Scoreboard. This provides more information about the macroeconomic situation in each country, preserving, however, the simplicity of the analysis as the variables are aggregated by homogeneous areas.

Sign in / Sign up

Export Citation Format

Share Document