Original paper
Real-Time Brand Reputation Tracking Using Social Media
Abstract
How can we know what stakeholders think and feel about brands in real time and over time? Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) or rely on customer brand perception surveys on a periodical basis (e.g., the Y&R Brand Asset Valuator). To answer this question, brand reputation measures must capture the voice of the stakeholders (not just ratings on brand attributes), reflect...
Paper Details
Title
Real-Time Brand Reputation Tracking Using Social Media
Published Date
Apr 29, 2021
Journal
Volume
85
Issue
4
Pages
21 - 43
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Notes
History