Data-Driven Computational Brand Perception
We introduce a novel approach to predicting and mapping brand trait perceptions using Big Data mined from the Internet combined with machine learning techniques. We show this approach allows us to predict how entire product categories and individual brands are perceived along various trait dimensions by consumers.
Citation:
Sudeep Bhatia and Christopher Olivola (2018) ,"Data-Driven Computational Brand Perception", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 204-208.
Authors
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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