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The Semantic Brand Score

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  • Fronzetti Colladon, Andrea

Abstract

The Semantic Brand Score (SBS) is a new measure of brand importance calculated on text data, combining methods of social network and semantic analysis. This metric is flexible as it can be used in different contexts and across products, markets and languages. It is applicable not only to brands, but also to multiple sets of words. The SBS, described together with its three dimensions of brand prevalence, diversity and connectivity, represents a contribution to the research on brand equity and on word co-occurrence networks. It can be used to support decision-making processes within companies; for example, it can be applied to forecast a company's stock price or to assess brand importance with respect to competitors. On the one side, the SBS relates to familiar constructs of brand equity, on the other, it offers new perspectives for effective strategic management of brands in the era of big data.

Suggested Citation

  • Fronzetti Colladon, Andrea, 2018. "The Semantic Brand Score," Journal of Business Research, Elsevier, vol. 88(C), pages 150-160.
    • Handle: RePEc:eee:jbrese:v:88:y:2018:i:c:p:150-160
    DOI: 10.1016/j.jbusres.2018.03.026
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    Cited by:

    1. Fronzetti Colladon, Andrea, 2020. "Forecasting election results by studying brand importance in online news," International Journal of Forecasting, Elsevier, vol. 36(2), pages 414-427.
    2. Barchiesi, Maria Assunta & Fronzetti Colladon, Andrea, 2021. "Corporate core values and social responsibility: What really matters to whom," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    3. Elia, Gianluca & Messeni Petruzzelli, Antonio & Urbinati, Andrea, 2020. "Implementing open innovation through virtual brand communities: A case study analysis in the semiconductor industry," Technological Forecasting and Social Change, Elsevier, vol. 155(C).
    4. Laura Toschi & Elisa Ughetto & Andrea Fronzetti Colladon, 2023. "The identity of social impact venture capitalists: exploring social linguistic positioning and linguistic distinctiveness through text mining," Small Business Economics, Springer, vol. 60(3), pages 1249-1280, March.
    5. A. Fronzetti Colladon & F. Grippa & B. Guardabascio & G. Costante & F. Ravazzolo, 2021. "Forecasting consumer confidence through semantic network analysis of online news," Papers 2105.04900, arXiv.org, revised Jul 2023.
    6. Petruzzellis, Luca & Fronzetti Colladon, Andrea & Visentin, Marco & Chebat, Jean-Charles, 2021. "Tell me a story about yourself: The words of shopping experience and self-satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. A. Fronzetti Colladon & F. Grippa & R. Innarella, 2021. "Studying the association of online brand importance with museum visitors: An application of the semantic brand score," Papers 2105.07749, arXiv.org.
    8. Schlaile, Michael P. & Bogner, Kristina & Muelder, Laura, 2021. "It’s more than complicated! Using organizational memetics to capture the complexity of organizational culture," Journal of Business Research, Elsevier, vol. 129(C), pages 801-812.
    9. Rovelli, Paola & Benedetti, Carlotta & Fronzetti Colladon, Andrea & De Massis, Alfredo, 2022. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Journal of Business Research, Elsevier, vol. 139(C), pages 692-700.
    10. A. Fronzetti Colladon & S. Grassi & F. Ravazzolo & F. Violante, 2020. "Forecasting financial markets with semantic network analysis in the COVID-19 crisis," Papers 2009.04975, arXiv.org, revised Jul 2023.
    11. Francesca Greco & Alessandro Polli, 2021. "Security Perception and People Well-Being," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 153(2), pages 741-758, January.
    12. Stefania Capogna, 2023. "Sociology between big data and research frontiers, a challenge for educational policies and skills," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(1), pages 193-212, February.
    13. Baehre, Sven & O'Dwyer, Michele & O'Malley, Lisa & Story, Vicky M, 2022. "Customer mindset metrics: A systematic evaluation of the net promoter score (NPS) vs. alternative calculation methods," Journal of Business Research, Elsevier, vol. 149(C), pages 353-362.
    14. Gianluca Elia & Alessandro Margherita & Claudio Petti, 2020. "Building responses to sustainable development challenges: A multistakeholder collaboration framework and application to climate change," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2465-2478, September.
    15. Sara Slamić Tarade, 2023. "Discovering the Significance of Sports Footwear Brands through Text Analysis ," GATR Journals jmmr326, Global Academy of Training and Research (GATR) Enterprise.
    16. Piselli, C. & Fronzetti Colladon, A. & Segneri, L. & Pisello, A.L., 2022. "Evaluating and improving social awareness of energy communities through semantic network analysis of online news," Renewable and Sustainable Energy Reviews, Elsevier, vol. 167(C).
    17. Paola Belingheri & Filippo Chiarello & Andrea Fronzetti Colladon & Paola Rovelli, 2021. "Twenty years of gender equality research: A scoping review based on a new semantic indicatorr," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-27, September.
    18. Lee, Liane W.Y. & Sharma, Piyush & Barnes, Bradley R., 2022. "Adopting big data to create an “outside-in” global perspective of guanxi," Journal of Business Research, Elsevier, vol. 139(C), pages 614-628.
    19. Barchiesi, Maria Assunta & Fronzetti Colladon, Andrea, 2021. "Big data and big values: When companies need to rethink themselves," Journal of Business Research, Elsevier, vol. 129(C), pages 714-722.
    20. Andrea Fronzetti Colladon & Stefano Grassi & Francesco Ravazzolo & Francesco Violante, 2023. "Forecasting financial markets with semantic network analysis in the COVID‐19 crisis," Journal of Forecasting, John Wiley & Sons, Ltd., vol. 42(5), pages 1187-1204, August.
    21. P. Rovelli & C. Benedetti & A. Fronzetti Colladon & A. De Massis, 2021. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Papers 2110.13815, arXiv.org.
    22. Rakshit, Sandip & Islam, Nazrul & Mondal, Sandeep & Paul, Tripti, 2022. "An integrated social network marketing metric for business-to-business SMEs," Journal of Business Research, Elsevier, vol. 150(C), pages 73-88.
    23. Mitra, Satanik & Jenamani, Mamata, 2020. "OBIM: A computational model to estimate brand image from online consumer review," Journal of Business Research, Elsevier, vol. 114(C), pages 213-226.

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