Brand Reputation Tracker

This workflow is based on the Brand Reputation Tracker, a marketing reserach tool that was developed by Rust et al. (2021) and published in the Journal of Marketing.

The process at the top uses the datasets provided by Rust et al. (2021), which can be useful to demonstrate its aplicability in a dataset including several brands

The process at the bottom demonstrates and replicates the measurement of a single brand reputation driver (Brand Driver) using KNIME Analytics together with the Twitter API extension. It allows regular users to monitor brand reputation daily. The workflow dictionaries need to be adapted to measure other drivers of brand reputation.

External resources

• Information about tracker
• Tracker dataset 2018
• Real-Time Brand Reputation Tracking Using Social Media (Rust et al., 2021)