Abstract: With the coming of internet era, the large volume of user generated content (UGC) provides both opportunities and challenges for enterprises to monitor the brand awareness. By employing the text-mining technology of big data, this study builds the brand associative network with the method of textual co-occurrence and investigate the relationship between the brand centrality in consumers associative network and the brand awareness. Further, the authors also examine the moderation of the brand market position. By analyzing on millions of consumer reposts data, the findings show that both local and global centrality of a brand in consumers associative networks have a positive relationship with brand awareness,and compared with leading brands,follower brands can strengthen the relationship between the brand’s local centrality in the associative network and brand awareness.On the contrary,leading brands can strengthen the relationship between the brand’s global centrality in the associative network and brand awareness.

Key words: Text-mining, Co-occurrence relations, Associative network, Brand awareness