Mining the text of online consumer reviews to analyze brand image and brand positioning

The growth of the Internet has led to massive availability online consumer reviews. So far, papers studying reviews have mainly analysed how non-textual features, such as ratings and volume, influence different types behavior, information adoption decisions or product choices. However, little attention been paid examining textual aspects in order study brand image positioning. text analysis inevitably raises concept “text mining”; that is, process extracting useful meaningful from unstructured text. This research proposes an unified, structured easy-to-implement procedure for with ultimate goal mining is based on a lexicon-based approach, Linguistic Inquiry Word Count (Pennebaker et al., 2007), which provides researcher insights into emotional psychological associations.