Mining the text of online consumer reviews to analyze brand image and brand positioning
Miriam Alzate, Marta Arce-Urriza, Javier Cebollada
| Year of publication: |
2022
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|---|---|
| Authors: | Alzate, Miriam ; Arce-Urriza, Marta ; Cebollada, Javier |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 67.2022, p. 1-29
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| Subject: | Brand positioning | eWOM | Online reviews | Text mining | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing | Markenführung | Brand management | Online-Handel | Online retailing | Social Web | Social web | Online-Marketing | Internet marketing | Bergbau | Mining |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2022.102989 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013364470