빅데이터를 이용한 레스토랑 브랜드 개성 측정

• 영문명: Restaurant Brand Personality Scale by Using Big Data: Restaurant Rating Service yelp.com in the USA
• 발행기관: 한국관광학회
• 저자명: 도해용 류기상
• 간행물 정보: 『관광학연구』제38권 제1호, 249~271쪽, 전체 23쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.02.28

영문 초록

This study aimed at examining if Aaker’s brand personality scale can be appropriately used in measuring the restaurant brand personality in reality. The purpose of this study was to compare three types of restaurant brand personality scale by using Aaker's Original Brand Personality's Variance Explained, Original Brand Personality's Frequency on BigData, and WordNet extension Brand Personality's Frequency on BigData. BigData was collected from Restaurant Rating Service yelp.com in the US by Specific Web data mining crawler. Collected reviews were analyzed by Content analysis. This study used Trait of Aaker's Brand Personality developed in 1997 and attempted to extend it by using WordNet of Princeton University. Results found that original Brand Personality's Frequency on BigData was mainly biased by Sincerity and Excitement. However, WordNet extension Brand Personality's Frequency was balanced by Competence, Sophistication, and Ruggedness. WordNet extension Brand Personality's Frequency was almost similar with Original Brand Personality's Variance Explained.

목차

I. 서론

II. 이론적 배경

III. 연구방법

V. 분석 결과

V. 결론

참고문헌

키워드

빅데이터 브랜드개성 측정도구 내용분석 워드넷 BigData Brand personality Scale Content analysis Wordnet