title: Relevance of context of brand mentions in fiction to the contemporary brand values and target audience (the case of Nestlé in K. Chukovsky’s memoirs about A. Akhmatova)
metadata.name: dc.contributor.author
metadata.value: Andreyuk, Denis S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Ochkovskaya, Marina S.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2023-02-14T20:49:55Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2023-02-14T20:49:55Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2022-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Andreyuk D. S., Ochkovskaya M. S. 2022. Relevance of context of brand mentions in fiction to the contemporary brand values and target audience (the case of Nestlé in K. Chukovsky’s memoirs about A. Akhmatova). Vestnik of Saint Petersburg University. Management 21 (4): 527–547. http://doi.org/10.21638/11701/spbu08.2022.402
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: http://doi.org/10.21638/11701/spbu08.2022.402
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/39136
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: In the theory of brand management, the influence of brand mentions in fiction on the perception
  of a brand by the target audience remains unexplored. One position is based on the fact that any
  brand mentions are valuable, and the bigger the audience coverage of a literary source, the greater
  its value. Another approach is based on evaluation of the quality of audience of a literary work.
  The analysis of the contemporary readership of works created in the past centuries is a difficult
  task. This paper proposes an approach to analyze the value of brand mentions in literature from
  the perspective of quantitative semantics. The methodology includes the transformation of an array
  of words from a literary fragment and a text reflecting brand values, translated from the official
  website into vectors of frequencies of semantic groups of Roget’s Thesaurus. As a standard for
  comparison, the verbalization of the values of the target group was used. All three vectors were
  compared with each other in pairs according to the cosine proximity formula. The analysis was
  carried out on the example of the mention of one of Nestlé’s products in memoirs about Anna
  Akhmatova by K. Chukovsky. The standard target group was the contemporary Russian youth
  in the age of 14–23 years old. The study demonstrated that the values of the group are relatively
  distant from the context of mention. The semantic context of the literary fragment is different
  from Nestlé’s values and is further away from the values of the young people as compared to the
  postulated official brand values. This methodology can be useful for automatic or semi-automatic
  analysis of brand mentions in works of literature. The proposed approach can be developed and adapted for a deep context-dependent analysis of brand mentions in the media, social networks
  and transcripts of oral speech.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Management;Volume 21; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: brand
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: literature
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: value
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Nestlé
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: youth
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Akhmatova
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Chukovsky
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Roget’s thesaurus
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: quantitative semantic analysis
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: semantic vectorization
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Relevance of context of brand mentions in fiction to the contemporary brand values and target audience (the case of Nestlé in K. Chukovsky’s memoirs about A. Akhmatova)
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 928.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/39136/1/928.pdf
resources.format: Adobe PDF
resources.size: 2,59 MB