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French, Alan; Smith, Gareth

Measuring brand association strength: a consumer based brand equity approach

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  • Medientyp: E-Artikel
  • Titel: Measuring brand association strength: a consumer based brand equity approach
  • Beteiligte: French, Alan; Smith, Gareth
  • Erschienen: Emerald, 2013
  • Erschienen in: European Journal of Marketing, 47 (2013) 8, Seite 1356-1367
  • Sprache: Englisch
  • DOI: 10.1108/03090561311324363
  • ISSN: 0309-0566
  • Entstehung:
  • Anmerkungen:
  • Beschreibung: <jats:sec> <jats:title content-type="abstract-heading">Purpose</jats:title> <jats:p> – To date, the brand equity literature has been limited by a gap in the measurement of a key driver of consumer based brand equity (CBBE). The authors ' aim is to address this gap by developing a new, consumer-based measure of brand association strength, a critical element of CBBE. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Design/methodology/approach</jats:title> <jats:p> – This paper, based on cognitive psychology, takes a recently developed brand mapping approach and uses its features, along with network analysis measures designed specifically by the authors for this particular analysis, to produce a novel measure of brand association strength. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Findings</jats:title> <jats:p> – Traditional network analysis measures (e.g. number of associations, density) neglect to take into account the underlying structure of consumers ' brand associations as reflected in concept maps. The authors use primary research on a well-known brand (McDonald ' s) to show that both number of associations and a modified density measure taking account of the special structure of concept maps can be used to generate an intuitive and readily understood measure of brand association strength. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Originality/value</jats:title> <jats:p> – The paper develops a new measure to analyse brand association strength for any given brand. As such it contributes to the methodological and practical development of the CBBE construct.</jats:p> </jats:sec>