Narisa Zhao
Institute of Systems Engineering, Dalian University of Technology, Dalian, Liaoning 116024, China
Qijun Chen
Institute of Systems Engineering, Dalian University of Technology, Dalian, Liaoning 116024, China
Qiang Dong
Institute of Systems Engineering, Dalian University of Technology, Dalian, Liaoning 116024, China
ABSTRACT
From the brand relationships connotation and combining interpersonal communication theories, this study divides Brand Relationship into two dimensions: Cognition and identification. According to the established structure model, the brand relationship is classified into four types: disconnected, functional, affective and loyal. In the internet marketing environment, the study extracts consumer online reviews and computes the cognition, emotion and behavior by using the fuzzy property of natural language. The type of consumer-brand relationships is therefore identified by fuzzy inference computing. A case study is conducted on online reviews of 7-brand mobile phones and the validity of the proposed method is also verified.
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How to cite this article
Narisa Zhao, Qijun Chen and Qiang Dong, 2013. Brand Relationship Types Identity and Approximate Reasoning Based on Online Reviews. Information Technology Journal, 12: 6103-6106.
DOI: 10.3923/itj.2013.6103.6106
URL: https://scialert.net/abstract/?doi=itj.2013.6103.6106
DOI: 10.3923/itj.2013.6103.6106
URL: https://scialert.net/abstract/?doi=itj.2013.6103.6106
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