Machine learning based customer meta-combination brand equity analysis for marketing behavior evaluation

• Published in: Information processing & management 2022-01, Vol.59 (1), p.102800, Article 102800
• Main Authors: Xu, Zheng, Zhu, Guiyan, Metawa, Noura, Zhou, Qingyuan
• Format: Article
• Language: English
• Subjects: Big Data; Brand equity; Brand marketing; Consumer behavior; Consumers; Customer satisfaction; Decision analysis; Decision making; Ethics; Factor Analysis; Machine learning; Market strategy; Marketing; Meta-combined approach; Revenue; Shopping
• ISSN: 0306-4573; 1873-5371
• DOI: 10.1016/j.ipm.2021.102800

•Study the overall overview of customer satisfaction;.•Obtain the advantages and disadvantages of marketing strategies through quantitative analysis;.•Put forward reasonable marketing strategy improvement opinions and suggestions in order to improve customer satisfaction. At present, the focus of marketing research is mostly on the influencing factors, composition, and measurement of brand equity. The meta-combined brand equity analysis is based on two main research perspectives: financial perspective and customer perspective. While the financial perspective is based on the incremental discounted future cash flows that would result from a branded product's revenue over the revenue of an unbranded product, the brand equity from the customer's perspective is the consumer's reaction to brand marketing behavior, the impact on brand knowledge. The decision-making of marketing behaviors often faces choices related to ethics. Therefore, once the moral value of a company through marketing behavior is recognized by consumers, the ethical behavior presented in this article through marketing behavior will make consumers feel more about the brand. How does the brand equity of your customer's products affect you? In this experiment, shopping groups with the same shopping experience were selected. During the survey process, all customers in different periods and the same time were selected as far as possible based on the practicability of the survey. The study survey covered 4 main aspects; customer satisfaction, overall overview of customer satisfaction; the advantages and disadvantages of marketing strategies through quantitative analysis and to put forward reasonable marketing strategy improvement opinions and suggestions to improve customer satisfaction. Using the technique of parameter prediction of the financial industry, the experiment proved that the non-standard promotion behavior, the integrity of the enterprise and the social responsibility are three aspects (P