Mining the text of online consumer reviews to analyze brand image and brand positioning

Alzate, Miriam; Arce‐Urriza, Marta; Cebollada, Javier

doi:10.1016/j.jretconser.2022.102989

Cited by 74 publications

(24 citation statements)

References 82 publications

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“…Sentiment analysis is commonly used in investigating linguistic features in terms of sentiment. This technique can help researchers detect sentiment polarity from textual data, thereby helping researchers to elucidate the relationship between the formation of public opinions and events, such as predicting the daily changes in the closing values of the Dow Jones Industrial Average ( Bollen et al, 2011 ), analysing the brand image and brand positioning ( Alzate et al, 2022 ), helping companies identify customer sentiment regarding their retail services ( Wu and Chang, 2020 ). However, research that merely describes customer sentiment cannot offer sufficient explanation for the drivers behind those changes.…”

Section: Methodsmentioning

confidence: 99%

Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry

Zeng

et al. 2023

Journal of Retailing and Consumer Services

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Section: Methodsmentioning

confidence: 99%

Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry

Zeng

et al. 2023

Journal of Retailing and Consumer Services

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“…These results indicate a positive effect on brand positioning on repurchase intention. Brand positioning is a step in marketing strategy (Alzate et al, 2022), where brand positioning is formed from a set of perceptions, images, and emotions. This shows that positioning is influenced by perception and image, so the ultimate goal of positioning is the formation of a product's value in a consumer that creates a convincing reason why they should buy the product (Kotler & Armstrong, 2021).…”

Section: Hypothesis Testing Resultsmentioning

confidence: 99%

“…Brand positioning is an important step in marketing strategy (Alzate et al, 2022). Brand positioning is formed by perceptions, images, emotions and how consumers compare with competing products.…”

Section: Brand Positioningmentioning

confidence: 99%

Effect of Brand Positioning, Brand Image, and Perceived Price on Consumer Repurchase Intention Low-Cost Carrier

Pratisthita

Yudhistira

Agustina

2022

JMTT

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Objective: This study aims to examine the effect of brand positioning, brand image, and perceived price on the repurchase intention of low-cost carrier consumers. Design/Methods/Approach: This study uses a purposive sampling technique to obtain a sample of 400 respondents who had used Citilink airline from I Gusti Ngurah Rai Airport. Data collection techniques are carried out by distributing online questionnaires using a Likert Scale points 1 to 5, which have been analyzed using SmartPLS 4 through the measurement model test (outer model), and structural model test (inner model). Findings: The findings show that brand positioning has a positive effect on the repurchase intention of consumers of a low-cost carrier, brand image has a positive effect on the repurchase intention of consumers low-cost carrier, and the perceived price has a positive effect on the repurchase intention of consumers low-cost carrier. Originality: This research adds dimensions to the variables of brand positioning, brand image, and perceived price and combines them to determine their effect on the repurchase intention of Indonesian low-cost airlines. Practical/Policy Implications: Identifying the results of the variable brand positioning, brand image, and perceived price can measure repurchase intention for low-cost carrier consumers. This study provides low-cost carriers that the right brand positioning strategy, positive image, and price can create a consumer repurchase intention.

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“…For example, in the area of consumer preference mining, mining consumers’ likes and dislikes in online commodity comments is one of the most common paradigms. Alzate et al (2022) collected 62,496 online consumer reviews about a US cosmetics retailer’s commodities from its website. To identify every comment’s sentiment towards a certain commodity, a unified and structured procedure based on sentiment lexicon was proposed.…”

Section: Literature Reviewmentioning

confidence: 99%

Dynamic sentiment sensing of cities with social media data

Peng

Wei

et al. 2022

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Purpose A lot of people share their living or travelling experiences about cities by writing posts on social media. Such posts carry multi-dimensional information about the characteristics of cities from the public’s perspective. This paper aims at applying text mining technology to automatically extract city images, which are known as how observers perceive the status of the city, from these social media texts. Design/methodology/approach This paper proposes a data processing pipeline for automatic city image extraction and applies sentiment analysis, timing analysis and contrastive analysis in a case study on Wuhan, a central China megacity. Specifically, the city image constructed with social media text and the expected policy outcomes by the government are compared. Findings Results reveal gaps between the public’s impression and the strategic goals of the government in traffic and environment. Originality/value This study contributes a novel approach to assess government performance by complementary data from social media. This case study implies the value of social media-based city image in the identification of gaps for the optimization of government performance.

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Mining the text of online consumer reviews to analyze brand image and brand positioning

Cited by 74 publications

References 82 publications

Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry

Exploring customer concerns on service quality under the COVID-19 crisis: A social media analytics study from the retail industry

Effect of Brand Positioning, Brand Image, and Perceived Price on Consumer Repurchase Intention Low-Cost Carrier

Dynamic sentiment sensing of cities with social media data

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