Universität zu Köln

Gensler, Sonja, Voelckner, Franziska, Egger, Marc, Fischbach, Kai ORCID: 0000-0001-5721-5369 and Schoder, Detlef (2016). Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews. Int. J. Electron. Commer., 20 (1). S. 112 - 142. ABINGDON: ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD. ISSN 1557-9301

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Abstract

Online consumer-generated product reviews are a growing phenomenon and have led to the posting of colossal amounts of data by consumers on the Web. These data include consumers' thoughts, opinions, and feelings about brands and offer firms the opportunity to listen in on consumers to get a better understanding of the topics discussed about their brands. Using the human associative memory model as the theoretical framework, the authors introduce an approach to convert online product reviews into meaningful information about brand images using a novel combination of text mining and network analysis methodologies. Following a network-based understanding of brand image, the authors use online product reviews to extract consumers' brand associations and their interconnections as well as to depict and characterize the network of brand associations. In an empirical study, the authors test the approach and illustrate its managerial usefulness. The suggested approach allows managers to effectively monitor and detect strengths and weaknesses of brand image. Moreover, the proposed approach is one of the first attempts to measure brand image using consumer-generated content by applying text mining and network analysis.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Gensler, Sonja UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED Egger, Marc UNSPECIFIED UNSPECIFIED UNSPECIFIED Fischbach, Kai UNSPECIFIED orcid.org/0000-0001-5721-5369 UNSPECIFIED Schoder, Detlef UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-291521
DOI:	10.1080/10864415.2016.1061792
Journal or Publication Title:	Int. J. Electron. Commer.
Volume:	20
Number:	1
Page Range:	S. 112 - 142
Date:	2016
Publisher:	ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Place of Publication:	ABINGDON
ISSN:	1557-9301
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WORD-OF-MOUTH; NEGATIVE PUBLICITY; MODERATING ROLE; CONCEPT MAPS; DONT-KNOW; IMPACT; SALES; USER; HELPFULNESS; PERCEPTIONS Multiple languages Business; Computer Science, Software Engineering Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/29152