Mapping brand similarities : Comparing consumer online comments versus survey data
Marco Vriens, Song Chen, and Chad Vidden
| Year of publication: |
2019
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|---|---|
| Authors: | Vriens, Marco ; Chen, Song ; Vidden, Chad |
| Published in: |
International journal of market research. - Thousand Oaks, CA : Sage Publishing, ISSN 2515-2173, ZDB-ID 2066720-6. - Vol. 61.2019, 2, p. 130-139
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| Subject: | brand similarities | market structure analysis | multidimensional scaling | online consumer data | perceptual maps | hierarchical clustering | t-SNE | additive trees | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Markenführung | Brand management | Markenartikel | Brand | Clusteranalyse | Cluster analysis | Online-Handel | Online retailing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/1470785318810106 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012172151