February 9, 2012 by staff
T.J. Maxx, NetBase, the Social Media Insight & Analysis company, today announced its latest Brand Passion Index,anlyzing consumer passion for five retail chains known for their economic price points. Following the nation’s largest shopping season, Valentine’s Day is approaching and consumers are tightening their purse strings. That’s why this month’s Index used the NetBase Insight Workbench to measure the emotions, opinions and behaviors expressed by online consumers for big box bargain giants: Kohl’s, JC Penney, TJ Maxx, Ross and Marshalls.
The Insight Workbench found that, despite its recent appearance in the market, Kohl’s generated the largest share of buzz, accounting for 54.6 percent of the overall chatter. Kohl’s also ranked high in other metrics with the second highest Passion Intensity, garnering a score of 68, and the third highest Net Sentiment, with a score of 61. Although TJ Maxx and Marshalls both spawn from the same parent company, TJX, their metrics did not reflect the close affiliation. TJ Maxx had the third highest share of buzz, with 14.4 percent, but generated the highest Passion Intensity score of 78 as well as the highest Net Sentiment score of 61. Marshalls, on the other hand, fell to the bottom of all three metrics. The bargain retail chain accounted for only four percent of the overall chatter and had the lowest Passion Intensity score of 45 and the lowest Net Sentiment score of 54.
Verbatim about Kohl’s showed that online consumers are buzzing about the store because of its great customer service and everything in between, from prices to selection to the store layout, making it a hot choice for Valentine’s Day shopping.
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