Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Deborah Roedder John, Barbara Loken, Kyeongheui Kim, Alokparna Basu Monga

doi:10.1509/jmkr.43.4.549

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

DOI Web Site Web Site 被引用文献4件

Deborah Roedder John

Professor and Curtis L. Carlson Chair in Marketing
Barbara Loken

Carlson School of Management, University of Minnesota.
Kyeongheui Kim

Assistant Professor of Marketing, University of Toronto
Alokparna Basu Monga

Assistant Professor of Marketing, University of Texas at San Antonio

この論文をさがす

CiNii Books

説明

<jats:p> 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. </jats:p>