Brand concept maps: A methodology for identifying brand association networks

Brand concept maps: A methodology for identifying brand association networks

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Article ID: iaor20072219
Country: United States
Volume: 43
Issue: 4
Start Page Number: 549
End Page Number: 563
Publication Date: Nov 2006
Journal: Journal of Marketing Research
Authors: , , ,
Keywords: Brand management
Abstract:

Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in memory. This article introduces a methodology, Brand Concept Maps, for eliciting brand association networks (maps) from consumers and aggregating individual maps into a consensus map of the brand. Consensus brand maps include the core brand associations that define the brand's image and show which brand associations are linked directly to the brand, which associations are linked indirectly to the brand, and which associations are grouped together. Two studies illustrate the Brand Concept Maps methodology and provide evidence of its reliability and validity.

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