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Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research |
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| Authors: | Praveen Aggarwal Rajiv Vaidyanathan Alladi Venkatesh |
| Affiliation: | a Labovitz School of Business & Economics, University of Minnesota Duluth, 385A LSBE, 1318 Kirby Drive, Duluth, MN 55812, United States b Labovitz School of Business & Economics, University of Minnesota Duluth, 385B LSBE, 1318 Kirby Drive, Duluth, MN 55812, United States c CRITO (Center for Research on Information Technology and Organizations) at the University of California, Irvine, CA 92697, United States |
| 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 |
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