EXPRESS: Real-Time Brand Reputation Tracking Using Social Media:

Published on Apr 29, 2021in Journal of Marketing
· DOI :10.1177/0022242921995173
Roland T. Rust77
Estimated H-index: 77
,
William Rand22
Estimated H-index: 22
+ 3 AuthorsTimur Chabuk1
Estimated H-index: 1
Source
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) ...
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