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Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis

Brand image assessment is a key step to reasonably quantify the value of a brand and has far-reaching significance for improving the competitiveness of an enterprise. With the rapid development of Internet technology, traditional questionnaires can no longer meet the current needs of brand image ass...

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Detalles Bibliográficos
Autor principal: Li, ZhengMin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Hindawi 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9167012/
https://www.ncbi.nlm.nih.gov/pubmed/35669638
http://dx.doi.org/10.1155/2022/2647515
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author Li, ZhengMin
author_facet Li, ZhengMin
author_sort Li, ZhengMin
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description Brand image assessment is a key step to reasonably quantify the value of a brand and has far-reaching significance for improving the competitiveness of an enterprise. With the rapid development of Internet technology, traditional questionnaires can no longer meet the current needs of brand image assessment. In this environment, the huge amount of fragmented consumer topic data provides a rich data resource and new research ideas for brand image assessment. Therefore, a brand image assessment method based on consumer sentiment analysis is proposed. First, a topic-based brand image cognitive label extraction method is proposed by setting language rules, aggregation rules, and ranking rules according to the characteristics of online topic data. Then, the fusion of cognitive labels and deep features is performed by fusing the deep features extracted from word vectors. Finally, a supervised learning support vector machine is selected as the sentiment classification model. The experimental results show that based on the obtained important cognitive labels, enterprises are able to better understand the unique attributes that consumers have for the brand; the feature fusion approach is better evaluated and can accurately reflect consumers' views on brand image and quantified as brand score.
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spelling pubmed-91670122022-06-05 Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis Li, ZhengMin Comput Intell Neurosci Research Article Brand image assessment is a key step to reasonably quantify the value of a brand and has far-reaching significance for improving the competitiveness of an enterprise. With the rapid development of Internet technology, traditional questionnaires can no longer meet the current needs of brand image assessment. In this environment, the huge amount of fragmented consumer topic data provides a rich data resource and new research ideas for brand image assessment. Therefore, a brand image assessment method based on consumer sentiment analysis is proposed. First, a topic-based brand image cognitive label extraction method is proposed by setting language rules, aggregation rules, and ranking rules according to the characteristics of online topic data. Then, the fusion of cognitive labels and deep features is performed by fusing the deep features extracted from word vectors. Finally, a supervised learning support vector machine is selected as the sentiment classification model. The experimental results show that based on the obtained important cognitive labels, enterprises are able to better understand the unique attributes that consumers have for the brand; the feature fusion approach is better evaluated and can accurately reflect consumers' views on brand image and quantified as brand score. Hindawi 2022-05-27 /pmc/articles/PMC9167012/ /pubmed/35669638 http://dx.doi.org/10.1155/2022/2647515 Text en Copyright © 2022 ZhengMin Li. https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Research Article
Li, ZhengMin
Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title_full Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title_fullStr Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title_full_unstemmed Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title_short Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
title_sort research on brand image evaluation method based on consumer sentiment analysis
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9167012/
https://www.ncbi.nlm.nih.gov/pubmed/35669638
http://dx.doi.org/10.1155/2022/2647515
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