Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research

This paper provides an innovative approach to brand tracking in the context of online retail shopping by deriving meaning from the vast amount of information stored in online search engine databases. The method draws upon research in lexical text analysis and computational linguistics to gain insights into the structural schema of online brand positions. The paper proposes a simple-to-use method that managers can utilize to assess their brand's positioning relative to that of their competitors' in the online environment. (c) 2009 New York University. Published by Elsevier Inc. All rights reserved.