Research on Brand Image Evaluation Method Based on Consumer Sentiment Analysis
ZhengMin Li
Abstract
Brand image assessment is a key step to reasonably quantify the value of a brand and has far-reaching significance for improving the competitiveness of an enterprise. With the rapid development of Internet technology, traditional questionnaires can no longer meet the current needs of brand image assessment. In this environment, the huge amount of fragmented consumer topic data provides a rich data resource and new research ideas for brand image assessment. Therefore, a brand image assessment method based on consumer sentiment analysis is proposed. First, a topic-based brand image cognitive label extraction method is proposed by setting language rules, aggregation rules, and ranking rules according to the characteristics of online topic data. Then, the fusion of cognitive labels and deep features is performed by fusing the deep features extracted from word vectors. Finally, a supervised learning support vector machine is selected as the sentiment classification model. The experimental results show that based on the obtained important cognitive labels, enterprises are able to better understand the unique attributes that consumers have for the brand; the feature fusion approach is better evaluated and can accurately reflect consumers' views on brand image and quantified as brand score.