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Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks

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  • Schnittka, Oliver
  • Sattler, Henrik
  • Zenker, Sebastian

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.

Suggested Citation

  • Schnittka, Oliver & Sattler, Henrik & Zenker, Sebastian, 2012. "Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 265-274.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:3:p:265-274
    DOI: 10.1016/j.ijresmar.2012.04.002
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    Cited by:

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    12. Böger, Daniel & Kottemann, Pascal & Meißner, Martin & Decker, Reinhold, 2017. "A mechanism for aggregating association network data: An application to brand concept maps," Journal of Business Research, Elsevier, vol. 79(C), pages 90-106.
    13. Chatzipanagiotou, Kalliopi & Christodoulides, George & Veloutsou, Cleopatra, 2019. "Managing the consumer-based brand equity process: A cross-cultural perspective," International Business Review, Elsevier, vol. 28(2), pages 328-343.
    14. Alzate, Miriam & Arce-Urriza, Marta & Cebollada, Javier, 2022. "Mining the text of online consumer reviews to analyze brand image and brand positioning," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
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    17. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
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    19. Mitra, Satanik & Jenamani, Mamata, 2020. "OBIM: A computational model to estimate brand image from online consumer review," Journal of Business Research, Elsevier, vol. 114(C), pages 213-226.
    20. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
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