Never miss a story

Get subscribed to our newsletter


×
Tracking of brand reputation. Pixabay

Researchers have developed a framework for assessing brand reputation in real-time and over time and built a tool for implementing the framework. In a proof of concept demonstration looking at leading brands, the researchers found that changes in a given brand’s stock shares reflected real-time changes in the brand’s reputation.

“We’ve developed something we call the Brand Reputation Tracker that mines social media text on Twitter and uses 11 different measures to give us an in-depth understanding of how users feel about individual brands,” said researcher Bill Rand from the North Carolina State University in the US.


Follow NewsGram on Instagram to keep yourself updated.

The Brand Reputation Tracker is a way of implementing a framework based on the Rust-Zeithaml-Lemon value-brand-relationship framework, suggests the study published in the Journal of Marketing.


11 different measures to give us an in-depth understanding. Pixabay

Measures include things like “coolness,” “goods quality,” “social responsibility,” and “trustworthiness,” but are then aggregated into three scores — value driver, brand driver, and relationship driver. The value driver score effectively measures whether stakeholders think a brand is a good value. The relationship driver score assesses how closely stakeholders identify themselves with the brand. And the brand driver score accounts for pretty much everything else, such as style and popularity.

ALSO READ: Use Social Media As A Tool To Enhance Lives, Business, And Talent: Raj Kundra

“The text mining allows us to give a numeric value to each of the measures and each of the driver scores,” says Rand, who is also executive director of NC State’s Business Analytics Initiative.

“And we are able to place those numeric values in context by comparing them to the measures and aggregate scores of other brands.”Because social media data are updated constantly, the researchers were able to identify changes in brand reputation in real-time — as well as looking at trend data across days, weeks, months, and years. For this paper, the researchers looked at 100 popular brands as a proof of concept, demonstrating not just how the tool works but that it works. For example, the researchers found that — for those brands that were publicly traded on the stock market — changes in value, relationship, and brand driver score were reflected in each brand’s stock valuation. (IANS)


Popular

IANS

The Centre will launch a pilot project on the use of indigenously manufactured drones for delivering medicines in the undulating landscape of Jammu and surrounding areas from Saturday

The Centre will launch a pilot project on the use of indigenously manufactured drones for delivering medicines in the undulating landscape of Jammu and surrounding areas from Saturday with a focus on vaccines delivery initially. "This is going to be a pilot project for the area. The drone is developed and manufactured entirely by our scientists," Union Minister for Science & Technology, Dr Jitendra Singh told mediapersons. Singh said he himself will be launching the project at Jammu.

The drone is developed by the scientists at Bengaluru's National Aerospace Laboratories (NAL), a constituent of Council of Scientific and Industrial Research (CSIR), an autonomous Society that is headed by the Prime Minister. For now, the delivery would be limited to Covid vaccines and once successful, it would be expanded to be used for regular delivery of medicines in the remote, hilly areas.

drone flying in sky The drone is developed by the scientists at Bengaluru's National Aerospace Laboratories (NAL). | Photo by Jason Blackeye on Unsplash

Keep Reading Show less
IANS

According to him Amitabh Bachchan is a great actor in the industry.

Bollywood actor Abhishek Bachchan shares how he feels when people compare him with his father Amitabh Bachchan on the singing reality show 'Sa Re Ga Ma Pa'. He also requests contestant Rajshree Bag to sing a track 'Bahon Mein Chale Aao' featuring his mother Jaya Bachchan.

Abhishek said after looking at the performance of Rajshree, who is often compared with Lata Mangeshkar on the show, that she reminds him of being compared with his father. "Rajshree, whenever I have got the chance to watch the show, I've seen people compare you to Lata didi. It actually reminded me about how people compare me with my father and ask me how I feel about it."

According to him Amitabh Bachchan is a great actor in the industry and this is what he says to everyone making these comparisons. "My answer to them is that there's no greater actor in this film industry than Amitabh Bachchan and if I'm being compared to him, I am sure I must have done something good."

"Similarly, your voice has a different kind of magic like Lata ji and that's why people are comparing your voice with her. I feel you should always take this as a compliment," he concluded. 'Sa Re Ga Ma Pa' airs on Saturday and Sunday on Zee TV. (IANS/ MBI)


Keep Reading Show less
Photo by Aaron Burden on Unsplash

Winters in India have always beckoned for that hot, steaming bowl of tomato and pepper rasam or the mellow, millet based Raab.

By IANSlife

Winters in India have always beckoned for that hot, steaming bowl of tomato and pepper rasam or the mellow, millet based Raab. Certain dishes like sarson ka saag, undhiyu, nimona pulao are winter specialites in the country. Seasonal food has always been an Indian speciality -- we switch our choice in fruits, vegetables, sometimes even grains with the onset of different season. The preference of using specific ingredients during certain climates is visible in our sweets as well. It's common to find local and traditional delicacies made of jaggery, instead of sugar during the winters. Case in point -- the Nolen Gur Rasgulla, a speciality made in Odisha and West Bengal between November to February.

Sarson Ka Saag | Sarson ka saag is traditional Punjabi dish Certain dishes like sarson ka saag, undhiyu, nimona pulao are winter specialites in the country. | Flickr

Keep reading... Show less