| By: |
Sara Slamić Tarade (Zagreb University of Applied Sciences, Vrbik 8, 10000, Zagreb, Croatia Author-2-Name: Dijana Vuković Author-2-Workplace-Name: University of North, Jurja Križanića 31b, 42000, Varaždin, Croatia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:) |
| Abstract: |
"Objective - This paper focuses on analyzing the significance of sports
footwear brands by processing large text data from the Internet. In a modern
environment, the brand distinguishes a company's products or services from
those of its competitors. A strong brand can help build trust with customers
as they perceive the brand as reliable and trustworthy. Methodology/Technique
- The study uses NLP (Natural Language Processing) methods to analyze rich
text content on the Internet. The research focus is based on the application
of innovative methods to determine the importance and value of a brand using
NLP techniques by analyzing the content of a large corpus of text originating
from websites dealing with sports footwear brands. The NLP analysis models
were programmed using the low-code analysis tool KNIME. Findings - The
analysis is carried out for the most well-known sports footwear brands such as
Nike, Adidas, Puma, Under Armour, Reebok and Asics. The research object refers
to the analysis of brand significance and the evaluation of consumer opinions
on sports footwear, based on the processing of large text data from the
internet. Novelty - The research results are based on an innovative approach
to measuring and evaluating the brand significance in sports footwear using
NLP methods to analyze large text content from the Internet. The results
obtained show that this new approach to metrics and evaluation can
significantly improve existing methods of brand evaluation. Type of Paper -
Empirical" |
| Keywords: |
Brand, NLP Method, Text Analysis, Online Brand Management Strategies, Sports Footwear |
| JEL: |
M39 |
| Date: |
2023–12–31 |
| URL: |
http://d.repec.org/n?u=RePEc:gtr:gatrjs:jmmr326&r=mkt |