Brand Concept Maps: A Methodology for Identifying Brand Association Networks

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...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing research 2006-11, Vol.43 (4), p.549-563
Main Authors: John, Deborah Roedder, Loken, Barbara, Kim, Kyeongheui, Monga, Alokparna Basu
Format: Article
Language:English
Subjects:
Aggregation
Brands
Consumer research
Diseases
Marketing
Marketing Science Institute Special Section on Academic and Practitioner Collaborative Research
Medical equipment
Medical research
Rating scales
Saliency
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.43.4.549