Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research

Praveen Aggarwal, Rajiv Vaidyanathan and Alladi Venkatesh

Journal of Retailing, 2009, vol. 85, issue 2, 145-158

Abstract: This paper provides an innovative approach to brand tracking in the context of online retail shopping by deriving meaning from the vast amount of information stored in online search engine databases. The method draws upon research in lexical text analysis and computational linguistics to gain insights into the structural schema of online brand positions. The paper proposes a simple-to-use method that managers can utilize to assess their brand's positioning relative to that of their competitors’ in the online environment.

Keywords: User-generated content; Lexical semantics; Brand personality; Positioning (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jouret:v:85:y:2009:i:2:p:145-158

DOI: 10.1016/j.jretai.2009.03.001

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