Hyoryung Nam and P.K. Kannan (2014) The Informational Value of Social Tagging Networks. Journal of Marketing: July 2014, Vol. 78, No. 4, pp. 21-40.
social tag–based brand management metrics capturing
brand familiarity, favorability of associations, and competitive overlaps of brand associations can explain
unanticipated stock returns. In addition, they find that in managing brand equity, it is more important for strong
brands to enhance category dominance, whereas it is more critical for weak brands to enhance connectedness.
These findings suggest a new way for practitioners to track, measure, and manage intangible brand equity;
proactively improve brand performance; and influence a firm’s financial performance