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.
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.
LanguageEnglish
JournalInternational Journal of Research in Marketing
Volume29
Issue number3
Pages265-274
ISSN0167-8116
DOIs
StatePublished - 2012
Externally publishedYes

Keywords

    Cite this

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    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 - International Journal of Research in Marketing

    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

    IS - 3

    ER -