Sentiment Analysis with WordStat

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Brand image and personality have been widely studied in marketing. Researchers want to know what consumers think of a specific brand and want to see if there is a similarity between the brand image the company to compare the brand personality of two store chains (Walmart and Target) and two brands of athletic clothes and shoes (Nike and Adidas). The authors used QDA Miner to codify interview responses and to identify distinct personality dimensions associated with each brand.

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