zoey chen

RESEARCH ARTICLE Noah VanBergen Corresponding Author vanbernh@ucmail.uc.edu orcid.org/0000-0003-2408-8185 University of Cincinnati, 2376 Lindner Hall, 2906 Woodside Dr, Cincinnati, OH, 45221‐0145 USA Correspondence Noah VanBergen, Department of Marketing, University of Cincinnati, Cincinnati, OH 45221‐0145.

5.21.2020 Chris Hydock, Zoey Chen and Kurt Carlson For a brand to succeed, it is imperative that it understands consumer sentiment—what customers think about the brand and products. Being “in-the-know” distinguishes successful from unsuccessful brands. Brands derive much of this understanding from the information and opinions consumers share with them.

For brands to succeed, it is imperative that they understand consumer sentiment; for example, what do customers think about their brand and products? Being “in-the-know” distinguishes successful from unsuccessful brands (Meyer and Schwager 2007). Brands derive much of this understanding from the information and opinions consumers share with them.