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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 consumer memory. Methods for measuring brand association networks fall into two categories. First, consumer mapping techniques obtain the information directly from consumers. Second, analytical mapping techniques derive the information indirectly from consumers. In this article, the authors offer a new consumer mapping approach, called Brand Concept Maps (BCMs) to answer the need for a more accessible and standardized method for uncovering brand association networks (brand maps). The authors report two studies in this article. The first study describes the BCM methodology, illustrates its application, and provides evidence of its reliability (split-half reliability) and validity (nomological validity). A second study provides evidence of convergent validity, comparing results from the BCM technique with more conventional ways of measuring brand perceptions. On the basis of these studies, the authors evaluate the strengths and weaknesses of the BCM approach and its usefulness for brand management..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Brand equity Corporate image Brand names Research methodology Brand Identification Comparative studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |