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A Conceptual Framework for Determining Brand Attitude and Brand Equity through Text Analytics of Social Media Behavior

A Conceptual Framework for Determining Brand Attitude and Brand Equity through Text Analytics of Social Media Behavior
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Author(s): Sonali Bhattacharya (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India), Vinita Sinha (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India), Kaushik Chaudhuri (School of Management and Entrepreneurship, Shiv Nadar University, India) and Pratima Sheorey (Symbiosis Centre for Management and Human Resource Development, Symbiosis International University, India)
Copyright: 2015
Pages: 13
Source title: Encyclopedia of Information Science and Technology, Third Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-4666-5888-2.ch132

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