Open AccessVisualization Research of Sichuan Liquor Brand Personality Traits Based On Big Data Analysis
Author(s) -
Xu Zu,
Renji Duan,
Qingxin Gou
Publication year - 2020
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1578/1/012157
Subject(s) - personality , research object , visualization , field (mathematics) , big five personality traits , brand management , object (grammar) , statistical analysis , social network analysis , psychology , advertising , data science , business , computer science , social media , social psychology , data mining , artificial intelligence , world wide web , mathematics , business administration , statistics , pure mathematics
This paper applies the research results of visual analysis to the field of brand personality research. Taking seven e-commerce platform products representing Sichuan liquor brand as the research object, the combination of social network analysis and co-word analysis is used to quantify high-frequency characteristics, revealing Sichuan liquor brand personality shaping propositions, and helping enterprises further differentiate their brand personality.