A Method to Estimate Perceived Quality and Perceived Value of Brands to Make Purchase Decision Using Aspect-Based Sentiment Analysis

Abstract

Perceived quality and value are very essential attributes in the context of brand management. These attributes are traditionally measured using primary surveys. In this work, we propose a methodology to estimate perceived quality and value from online consumer reviews using aspect-based sentiment analysis. We crawled reviews of five popular mobile brands from a reputed e-commerce website. We have applied state-of-the-art text pre-processing techniques to clean the text and to extract the aspects using a semi-automatic approach using dependency parser. The aspects are categorized into five clusters in relevance with benefits consumers get from the brand. Lastly, we have applied TOPSIS, a multi-criterion decision-making algorithm, to rank the brands based on perceived quality scores.