Yi Zhang,Ping Tang

The data was sourced from customer reviews of four products each from Wuliangye and Tuopai, totaling 445 comments after data cleaning. Sentiment analysis indicated that positive emotions dominate for both brands, with Wuliangye receiving more intense positive sentiments, suggesting a stronger emotional attachment among consumers. Semantic network analysis for Wuliangye highlighted the brand's emphasis on quality, taste, and packaging, positioning it as a suitable gift for social occasions. For Tuopai, the analysis underscored the brand's focus on product quality, appealing packaging, and suitability as a gift, with a strong association with festive occasions. Both brands received positive feedback on their logistics services, enhancing consumer trust and loyalty. The study concludes that while both Wuliangye and Tuopai are recognized positively, Wuliangye has a slight edge in evoking stronger positive emotions, potentially due to its brand image and product quality. The research suggests that enhancing brand image and product characteristics could further improve consumer satisfaction and loyalty for Tuopai.

UGC; Sichuan Baijiu; Wuliangye; Tuopai; Sentiment Analysis

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