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Brand Reputation Tracker

Brand ReputationText MiningMarketing AnalyticsSocial media
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VersionUpdated version of workflow, built with KAP v5.4Latest, created on 
Mar 25, 2025 10:51 PM
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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

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

Created with KNIME Analytics Platform version 5.4.2
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    KNIME Base nodesTrusted extension

    KNIME AG, Zurich, Switzerland

    Version 5.4.1

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    KNIME Excel SupportTrusted extension

    KNIME AG, Zurich, Switzerland

    Version 5.4.0

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    KNIME Math Expression (JEP)Trusted extension

    KNIME AG, Zurich, Switzerland

    Version 5.4.0

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    KNIME TextprocessingTrusted extension

    KNIME AG, Zurich, Switzerland

    Version 5.4.0

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    KNIME ViewsTrusted extension

    KNIME AG, Zurich, Switzerland

    Version 5.4.2

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