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

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 insigh...

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Bibliographic Details
Published inJournal of retailing Vol. 85; no. 2; pp. 145 - 158
Main Authors Aggarwal, Praveen, Vaidyanathan, Rajiv, Venkatesh, Alladi
Format Journal Article
LanguageEnglish
Published Greenwich Elsevier Inc 01.06.2009
Elsevier Limited
Subjects
Brand personality
Brands
Communication
Competition
Content analysis
Electronic commerce
Lexical semantics
Linguistics
Market positioning
Marketing
Positioning
Retail stores
Retailing
Search engines
Semantic analysis
Semantic web
Semantics
Studies
Text analysis
User generated content
Brand personality
Positioning
User-generated content
Lexical semantics
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Summary: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.
ISSN:0022-4359
1873-3271
DOI:10.1016/j.jretai.2009.03.001