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Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis.

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  • 1School of Journalism & Communication, Wuhan University, Wuhan 430072, Hubei, China.

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This study introduces a novel method for brand image assessment using consumer sentiment analysis. It leverages online data to extract cognitive labels and deep features, providing a quantifiable brand score.

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Area of Science:

  • Business Administration
  • Computer Science
  • Natural Language Processing

Background:

  • Traditional brand image assessment methods, such as questionnaires, are insufficient for the digital age.
  • The proliferation of online consumer data offers new opportunities for brand image evaluation.
  • Assessing brand image is crucial for enterprise competitiveness and value quantification.

Purpose of the Study:

  • To propose an advanced brand image assessment method utilizing consumer sentiment analysis.
  • To develop a technique for extracting meaningful cognitive labels from online consumer data.
  • To create a quantifiable brand score reflecting consumer perceptions.

Main Methods:

  • A topic-based method for extracting brand image cognitive labels using language, aggregation, and ranking rules.
  • Fusion of extracted cognitive labels with deep features derived from word vectors.
  • Implementation of a supervised learning support vector machine for sentiment classification.

Main Results:

  • The proposed method effectively extracts key cognitive labels that illuminate unique consumer perceptions of a brand.
  • The feature fusion approach demonstrates superior performance in evaluating and reflecting consumer views.
  • The method successfully quantifies consumer perceptions into a measurable brand score.

Conclusions:

  • The developed method provides enterprises with deeper insights into consumer perceptions of their brand image.
  • The fusion of cognitive labels and deep features offers a robust and accurate approach to brand image assessment.
  • This sentiment analysis-driven technique enables precise quantification of brand image value.