Gensler et al. (2015): Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews
19 important questions on Gensler et al. (2015): Listen to Your Customers: Insights into Brand Image Using Online Consumer-Generated Product Reviews
What provides insights into consumers' product associations and what determines this?
- The content of online product reviews provides insights into consumers’ product associations
- These product associations ultimately determine brand image
What offers the paper by Gensler et al. (2016)?
Our approach uses a combination of text mining and network analysis methodologies to extract and characterize the network of brand associations
What states the theory of the human associative memory model about brand association networks?
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What is the aim of the empirical study conducted by Gensler et al. (2016)?
Why shoud marketers measure and track the brand assocation networks?
Prrevious research demonstrates that consumer-generated content - and especially online product reviews - provides valuable information for managers, why is that (three reasons)?
- It affects consumers’ purchase behaviour and ultimately firm performance
- It is easily accesbile and widely available
- It is available in real time
How are brand associations created?
Existing brand image measurement approaches can be classified according to two main characteristics. Which ones?
- The data source (consumer survey data vs. consumer-generated content)
- Whether they provide network representations and corresponding structural properties of consumer brand associations
How does the associative network memory model view brand associations?
Which steps are part of the procedure for the method to elicit brand association networks from online consumer-generated product reviews?
- Defining the object of interest (brand)
- Interest in single product image or overall brand image (all products)
- Collecting data
- Collecting reviews from major product-review website. Information about product experiences
- Aim to identify words and prhases that describe important brand associations (positive or negative) using semi-structured review text of pros and cons
- Processing data and extracting information
- Two researches summarize associations that they identify as synonyns
- Constructing the brand association network
- Two types of nodes: The brand & its associations.
To which three aspects is the content of brand image related?
- The type of associations (e.g., product-related and non–product-related associations, perceived benefits from brand usage, overall attitudes toward the brand) consumers hold in their memory
- The favourability of these associations (positive and negative associations)
- Their uniqueness
Which two conclusions can be drawn form the McDonald's study?
- Our comparison of promoters (consumers who recommended all reviewed McDonald’s products) and detractors (consumers who did not recommend any of the reviewed McDonald’s products) reveals a strong overlap in the top ten brand associations
- Consumers who make an effort to write product reviews are likely to be consumers with high engagement, and they are also likely to talk to other consumers in the offline world. This group of customers is, therefore, a very relevant population to look at
The structure of brand image is determined by.....?
- Links between the brand node and the brand associations
- The links among the brand associations, that is, the network of brand associations in consumer memory
What influences the strength of the links?
What are the characteristics of strong and weak brand images?
- A strong brand image is characterized by relatively many associations that are positive and unique to the brand
- A weak brand image instead is characterized by negative associations or associations that are interchangeable
What is the reason product level-associations are also brand-level associations?
The brand association network can be analyzed in more detail to gain deeper insights into the brand associations. What are the two types of analyses for describing the image of a brand?
- Intranetwork analysis
- It examines the type and favourability of associations that are related to the focal brand as well as the network of these associations and their strength
- Internetwork analysis
- It allows assessing the uniqueness of brand associations by comparing a set of competing brands to one another
Eliciting brand association networks from online product reviews can help to answer several relevant managerial questions, which ones for example?
- How do consumers perceive the brand?
- What are the mostfavorable associations established thus far?
- What makes the brand unique compared to competitors’ brands?
- Do external events affect the image of a brand?
- What changes in brand image occur over time, and do marketing actions strengthen or weaken those changes?
- Which products drive brand image?
On which two aspects does the strength of the association-brand link depend?
- The relevance of the product for the brand
- The relevance of the association for the particular product
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