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Measuring brand association strength: a consumer based brand equity approach

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journal contribution
posted on 06.06.2014, 14:15 by Alan French, Gareth Smith
Purpose: 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. Design/methodology/approach: 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. Findings: 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. Originality/value: 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. © Emerald Group Publishing Limited.

History

School

  • Business and Economics

Department

  • Business

Citation

FRENCH, A. and SMITH, G., 2013. Measuring brand association strength: a consumer based brand equity approach. European Journal of Marketing, 47 (8), pp. 1356 - 1367

Publisher

© Emerald Group Publishing Limited

Version

AM (Accepted Manuscript)

Publication date

2013

Notes

This article is © Emerald Group Publishing and permission has been granted for this version to appear here https://dspace.lboro.ac.uk/dspace-jspui/handle/2134/14786. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited. The definitive version is available at: http://dx.doi.org/10.1108/03090561311324363

ISSN

0309-0566

Language

en

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