Research on NLP-Based Brand Perception of Pangdonglai under the Mapping of Public CSR Expectations

Haoyu Zheng; Na Tang; Xuefei Zeng; Zhongyuan Liu; Ying Jiang

doi:10.70088/7dwwz502

Authors

Haoyu Zheng Geely University of China, Chengdu, Sichuan, 641423, China Author
Na Tang Geely University of China, Chengdu, Sichuan, 641423, China Author
Xuefei Zeng Geely University of China, Chengdu, Sichuan, 641423, China Author
Zhongyuan Liu Geely University of China, Chengdu, Sichuan, 641423, China Author
Ying Jiang Geely University of China, Chengdu, Sichuan, 641423, China Author

DOI:

https://doi.org/10.70088/7dwwz502

Keywords:

CSR, Pangdonglai, NLP, brand perception

Abstract

Corporate Social Responsibility (CSR), as a pivotal factor shaping public brand perception, has become a key consideration in corporate brand evaluation. However, it often gives rise to ambiguous public opinion. Against this backdrop, this study examines Pangdonglai Enterprise to identify the core CSR themes influencing public brand perception by analyzing relevant public comments. The findings indicate that geographical influence (0.35827), humanized industry management (0.18527), internal and external services (0.22318), and responsibility (0.23328) are the primary dimensions shaping public perception in terms of theme intensity. This study contributes theoretically by linking corporate social responsibility to brand assets and values, and offers practical implications by enhancing the social connection between enterprises and the public.