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Study on Brand Evaluation Systems Based on Word-of Mouth：Taking Chinese Milk Powder Brand for Example
Received date: 2013-07-22
Revised date: 2013-08-02
Online published: 2013-08-20
This paper combines factors both from word-of-mouth communication (word-of-mouth information, sender, receiver, the communication platform and social network structure) and brand development stages (past brand performance, current brand image and future brand expectation). Then it designs the brand evaluation system (developing trend index, totally image index and the network of Internet word-of-mouth index) based on the Internet word-of-mouth. Finally, it makes an empirical study of Chinese milk powder brand from Tianya forum, to provide theoretical framework and learning example to improve the brand evaluation and public monitoring in the Internet context.
Zhang Yue , Zhu Qinghua . Study on Brand Evaluation Systems Based on Word-of Mouth：Taking Chinese Milk Powder Brand for Example[J]. Library and Information Service, 2013 , 57(16) : 86 -93 . DOI: 10.7536/j.issn.0252-3116.2013.16.017
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