Mining consumer perceptions of brands has been a dominant research area in marketing. The marketing literature provides a well-developed rationale for proposing brands as intangible assets that significantly contribute to firm performance. Consumer-brand perceptions typically collected through surveys or focus groups, require recruitment and interaction with a large set of participants; leading to cost, feasibility and validity issues. The advent of web 2.0 opens the door to the application of a wide range of data-centric approaches which can automate and scale beyond the traditional methods used in marketing science. We address this knowledge area by exploiting social media based brand communities to generate a brand network, incorporating consumer perceptions across a broad ecosystem of brands.

Whatever class of the economy you belong to, at best, you're a consumer, one way or another. The impulses that go into decision-making as consumers sift through endless choices of goods, products, services, and offerings are anything but simple. Thanks to AI, consumers have been ushered into a life that is an endless stream of those impulses that come with virtually every choice to be made. With consumers, there is no shortage of varying perspectives when it comes to how goods, products, services, and offerings are perceived based on the level of AI deployment and use. When it comes to being a consumer of any sort in the age of AI, perception is a strong force in choices and decisions, and brands must pay serious attention to it.