With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...

The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered, including attitude scales, Q-Sort, Natural Grouping, Kelly Repertory Grid, Laddering, Benefit Chain, Projective...