An Investigation into Brand Perceptions via Customer Reviews

Wu, Xi (2022) An Investigation into Brand Perceptions via Customer Reviews. [Dissertation (University of Nottingham only)]

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In order to stand out from the mass of brands, it is now essential for companies to acquire and maintain a good brand perception. Many enterprises and scholars have made efforts to obtain brand perceptions, however, the existing methods are either too laborious or do not lead to accurate conclusions. Today's consumer generated content provides an important new information medium for customers throughout the purchase lifecycle, changing the way customers make purchase decisions, and providing a new and better way for companies to understand their customer perceptions. For this reason, this study intends to start with customer reviews, using Amazon Fashion's customer review data to extract customer perceptions of Amazon Fashion. In addition to providing a theoretical contribution to acquiring brand perceptions, this study also provides suggestions on how to improve their customer perceptions and improve the brands’ performance under Amazon Fashion.

Using 34,751 customer review data from Amazon Fashion, this study extracted six topics which include: product quality, size, fit degree of the size, consistency with the picture, campaigns to exchange reviews for discounts and compliments received when wearing the product. Further analysis of the sentiment under each topic reveals that Amazon Fashion does not perform well in the areas of product quality, image consistency and size description. This study also gives suggestions on how to improve brand perceptions, for example, Amazon Fashion should encourage users to increase the number of words in their reviews and also improve the fit of its products. In addition to this, this study analyses the performance of each brand under Amazon Fashion and concludes that Amazon's private brand should not only pursue the number of sales, but also pay attention to the quality of products. Finally, the implications of this study for future research and practice are summarised.

Item Type: Dissertation (University of Nottingham only)
Depositing User: WU, Xi
Date Deposited: 07 Jul 2023 11:30
Last Modified: 17 Dec 2023 11:21

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