... advocacy. Phase 1, using Python, investigates overall sentiments of online reviews. Phase 2 extracts advocacy factors from positive reviews and develops a branding-related model through content analysis using Python. Using linguistic inquiry and word count ( LIWC ), Phase 3 tests interrelationships among...

.../methodology/approach A two-phase, mixed-method research approach is used, involving (a) content analysis of published print ads, (b) multilevel modeling and (c) qualitative interviews with consumers. Findings Firms rely heavily on brand stereotypes and, to a lesser extent, on brand buyer/user stereotypes...

... a combination of literature review, interviews with experts and observations of real brand logos. Using this exhaustive compilation, content analysis of the top 500 global brand logos was conducted to discern the prevalent trends of the visual elements in logos across various product categories. Findings...

.... Design/methodology/approach The study uses a data set of almost 80,000 unique tweets on 12 brands across six categories, compares brands high versus low in heritage and combines dictionary-based content analysis with sentiment analysis. Findings The results indicate that both user-generated content...

... – Corporate stories were identified from the web sites of 99 organisations in both the for-profit and not-for-profit sectors, and content analysis conducted on the stories, using a deductive approach to identify the story elements present in the stories. Findings – There are wide variations...