Advanced Brand Concept Maps

A New Approach for Evaluating the Favorability of Brand Association Networks

Oliver Schnittka, Henrik Sattler, Sebastian Zenker

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measuring brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM, as well as other consumer mapping techniques, do not incorporate explicit measures for the favorability of brand associations. This study extends the original BCM approach with explicit information on the favorability of single brand associations and, further, develops a new metric, brand association network value (BANV), which quantifies overall network favorability. Our advanced BCM approach and the new BANV metric are managerially relevant in that they allow for comparison of the favorability of networks at both individual brand association and aggregate network levels. We illustrate the relevance of our BANV metric within an empirical application and demonstrate its validity.
Original languageEnglish
JournalInternational Journal of Research in Marketing
Volume29
Issue number3
Pages (from-to)265-274
ISSN0167-8116
DOIs
Publication statusPublished - 2012
Externally publishedYes

Cite this

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title = "Advanced Brand Concept Maps: A New Approach for Evaluating the Favorability of Brand Association Networks",
abstract = "John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measuring brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM, as well as other consumer mapping techniques, do not incorporate explicit measures for the favorability of brand associations. This study extends the original BCM approach with explicit information on the favorability of single brand associations and, further, develops a new metric, brand association network value (BANV), which quantifies overall network favorability. Our advanced BCM approach and the new BANV metric are managerially relevant in that they allow for comparison of the favorability of networks at both individual brand association and aggregate network levels. We illustrate the relevance of our BANV metric within an empirical application and demonstrate its validity.",
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Advanced Brand Concept Maps : A New Approach for Evaluating the Favorability of Brand Association Networks. / Schnittka, Oliver; Sattler, Henrik; Zenker, Sebastian.

In: International Journal of Research in Marketing, Vol. 29, No. 3, 2012, p. 265-274.

Research output: Contribution to journalJournal articleResearchpeer-review

TY - JOUR

T1 - Advanced Brand Concept Maps

T2 - A New Approach for Evaluating the Favorability of Brand Association Networks

AU - Schnittka, Oliver

AU - Sattler, Henrik

AU - Zenker, Sebastian

PY - 2012

Y1 - 2012

N2 - John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measuring brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM, as well as other consumer mapping techniques, do not incorporate explicit measures for the favorability of brand associations. This study extends the original BCM approach with explicit information on the favorability of single brand associations and, further, develops a new metric, brand association network value (BANV), which quantifies overall network favorability. Our advanced BCM approach and the new BANV metric are managerially relevant in that they allow for comparison of the favorability of networks at both individual brand association and aggregate network levels. We illustrate the relevance of our BANV metric within an empirical application and demonstrate its validity.

AB - John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measuring brand image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of brand associations. Interestingly, BCM, as well as other consumer mapping techniques, do not incorporate explicit measures for the favorability of brand associations. This study extends the original BCM approach with explicit information on the favorability of single brand associations and, further, develops a new metric, brand association network value (BANV), which quantifies overall network favorability. Our advanced BCM approach and the new BANV metric are managerially relevant in that they allow for comparison of the favorability of networks at both individual brand association and aggregate network levels. We illustrate the relevance of our BANV metric within an empirical application and demonstrate its validity.

KW - Brand association networks

KW - Brand image measurement

KW - Brand concept maps

KW - Consumer mapping techniques

U2 - 10.1016/j.ijresmar.2012.04.002

DO - 10.1016/j.ijresmar.2012.04.002

M3 - Journal article

VL - 29

SP - 265

EP - 274

JO - International Journal of Research in Marketing

JF - International Journal of Research in Marketing

SN - 0167-8116

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ER -