IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v69y2016i6p2244-2251.html
   My bibliography  Save this article

One pie, many recipes: Alternative paths to high brand strength

Author

Listed:
  • Grohs, Reinhard
  • Raies, Karine
  • Koll, Oliver
  • Mühlbacher, Hans

Abstract

Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.

Suggested Citation

  • Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2244-2251
    DOI: 10.1016/j.jbusres.2015.12.037
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296315006621
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2015.12.037?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    2. Andrew D. Gershoff & Ashesh Mukherjee & Anirban Mukhopadhyay, 2008. "What's Not to Like? Preference Asymmetry in the False Consensus Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 119-125, November.
    3. Dhar, Ravi & Sherman, Steven J, 1996. "The Effect of Common and Unique Features in Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 193-203, December.
    4. Koll, Oliver & von Wallpach, Sylvia, 2014. "Intended brand associations: Do they really drive consumer response?," Journal of Business Research, Elsevier, vol. 67(7), pages 1501-1507.
    5. Romaniuk, Jenni & Nenycz-Thiel, Magda, 2013. "Behavioral brand loyalty and consumer brand associations," Journal of Business Research, Elsevier, vol. 66(1), pages 67-72.
    6. Ragin, Charles C., 2000. "Fuzzy-Set Social Science," University of Chicago Press Economics Books, University of Chicago Press, edition 1, number 9780226702773, September.
    7. Ragin, Charles C., 2006. "Set Relations in Social Research: Evaluating Their Consistency and Coverage," Political Analysis, Cambridge University Press, vol. 14(3), pages 291-310, July.
    8. Broniarczyk, Susan M & Alba, Joseph W, 1994. "The Role of Consumers' Intuitions in Inference Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 393-407, December.
    9. Berthon, Pierre & Pitt, Leyland F. & Campbell, Colin, 2009. "Does brand meaning exist in similarity or singularity?," Journal of Business Research, Elsevier, vol. 62(3), pages 356-361, March.
    10. Arch G. Woodside & Alexandre Schpektor & Xin Xia, 2013. "Triple Sense-Making of Findings from Marketing Experiments Using the Dominant Variable Based-Logic, Case-Based Logic, and Isomorphic Modeling," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 12(2), pages 131-153, December.
    11. repec:ucp:bkecon:9780226702766 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fronzetti Colladon, Andrea, 2020. "Forecasting election results by studying brand importance in online news," International Journal of Forecasting, Elsevier, vol. 36(2), pages 414-427.
    2. Barchiesi, Maria Assunta & Fronzetti Colladon, Andrea, 2021. "Corporate core values and social responsibility: What really matters to whom," Technological Forecasting and Social Change, Elsevier, vol. 170(C).
    3. He, Junnan & Calder, Bobby J., 2020. "The experimental evaluation of brand strength and brand value," Journal of Business Research, Elsevier, vol. 115(C), pages 194-202.
    4. Laura Toschi & Elisa Ughetto & Andrea Fronzetti Colladon, 2023. "The identity of social impact venture capitalists: exploring social linguistic positioning and linguistic distinctiveness through text mining," Small Business Economics, Springer, vol. 60(3), pages 1249-1280, March.
    5. A. Fronzetti Colladon & F. Grippa & B. Guardabascio & G. Costante & F. Ravazzolo, 2021. "Forecasting consumer confidence through semantic network analysis of online news," Papers 2105.04900, arXiv.org, revised Jul 2023.
    6. Veríssimo, José Manuel Cristóvão, 2018. "Usage intensity of mobile medical apps: A tale of two methods," Journal of Business Research, Elsevier, vol. 89(C), pages 442-447.
    7. Rovelli, Paola & Benedetti, Carlotta & Fronzetti Colladon, Andrea & De Massis, Alfredo, 2022. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Journal of Business Research, Elsevier, vol. 139(C), pages 692-700.
    8. Kraus, Sascha & Kallmuenzer, Andreas & Stieger, Daniel & Peters, Mike & Calabrò, Andrea, 2018. "Entrepreneurial paths to family firm performance," Journal of Business Research, Elsevier, vol. 88(C), pages 382-387.
    9. Fronzetti Colladon, Andrea, 2018. "The Semantic Brand Score," Journal of Business Research, Elsevier, vol. 88(C), pages 150-160.
    10. Atadil, Hilmi A. & Sirakaya-Turk, Ercan & Baloglu, Seyhmus & Kirillova, Ksenia, 2017. "Destination Neurogenetics: Creation of destination meme maps of tourists," Journal of Business Research, Elsevier, vol. 74(C), pages 154-161.
    11. Korzynski, Pawel & Mazurek, Grzegorz & Haenlein, Michael, 2020. "Leveraging employees as spokespeople in your HR strategy: How company-related employee posts on social media can help firms to attract new talent," European Management Journal, Elsevier, vol. 38(1), pages 204-212.
    12. Piselli, C. & Fronzetti Colladon, A. & Segneri, L. & Pisello, A.L., 2022. "Evaluating and improving social awareness of energy communities through semantic network analysis of online news," Renewable and Sustainable Energy Reviews, Elsevier, vol. 167(C).
    13. P. Rovelli & C. Benedetti & A. Fronzetti Colladon & A. De Massis, 2021. "As long as you talk about me: The importance of family firm brands and the contingent role of family-firm identity," Papers 2110.13815, arXiv.org.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mühlbacher, Hans & Raies, Karine & Grohs, Reinhard & Koll, Oliver, 2016. "Drivers of brand strength: Configural paths to strong cognitive brand equity," Journal of Business Research, Elsevier, vol. 69(8), pages 2774-2780.
    2. Veríssimo, José Manuel Cristóvão, 2018. "Usage intensity of mobile medical apps: A tale of two methods," Journal of Business Research, Elsevier, vol. 89(C), pages 442-447.
    3. Barry Cooper & Judith Glaesser, 2016. "Analysing necessity and sufficiency with Qualitative Comparative Analysis: how do results vary as case weights change?," Quality & Quantity: International Journal of Methodology, Springer, vol. 50(1), pages 327-346, January.
    4. Federica Nieri & Luciano Ciravegna & Ruth V. Aguilera & Elisa Giuliani, 2019. "Larger, more internationalized, better behaved? A configurational study of em erging market multinational enterprises' involvement in corporate wrongdoing," Discussion Papers 2019/255, Dipartimento di Economia e Management (DEM), University of Pisa, Pisa, Italy.
    5. Ferguson, Graham & Megehee, Carol M. & Woodside, Arch G., 2017. "Culture, religiosity, and economic configural models explaining tipping-behavior prevalence across nations," Tourism Management, Elsevier, vol. 62(C), pages 218-233.
    6. Katarzyna Boratyńska, 2021. "A New Approach for Risk of Corporate Bankruptcy Assessment during the COVID-19 Pandemic," JRFM, MDPI, vol. 14(12), pages 1-14, December.
    7. Sonja Sperber & Christian Linder, 2018. "The impact of top management teams on firm innovativeness: a configurational analysis of demographic characteristics, leadership style and team power distribution," Review of Managerial Science, Springer, vol. 12(1), pages 285-316, January.
    8. Daniela Cristofoli & Benedetta Trivellato & Alessandro Sancino & Laura Maccio’ & Josip Markovic, 2021. "Public network leadership and the ties that lead," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(1), pages 251-274, March.
    9. Scott R. Eliason & Robin Stryker, 2009. "Goodness-of-Fit Tests and Descriptive Measures in Fuzzy-Set Analysis," Sociological Methods & Research, , vol. 38(1), pages 102-146, August.
    10. Bencsik, Barbara & Palmié, Maximilian & Parida, Vinit & Wincent, Joakim & Gassmann, Oliver, 2023. "Business models for digital sustainability: Framework, microfoundations of value capture, and empirical evidence from 130 smart city services," Journal of Business Research, Elsevier, vol. 160(C).
    11. Muñoz, Pablo & Dimov, Dimo, 2015. "The call of the whole in understanding the development of sustainable ventures," Journal of Business Venturing, Elsevier, vol. 30(4), pages 632-654.
    12. Yu-Shan Lin, 2017. "Causal complexity for passengers’ intentions to re-ride," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(5), pages 1925-1937, September.
    13. Maria do Rosario Correia & Raquel F. Ch. Meneses, 2019. "Venture Capital and the Use of Convertible Securities and Control Rights Covenants: A Fuzzy Set Approach," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 5(1), pages 5-20.
    14. Stephanie Schwipper & Severine Peche & Gertrud Schmitz, 2020. "Mobile Location-Based Services’ Value-in-Use in Inner Cities: Do a Customer’s Shopping Patterns, Prior User Experience, and Sales Promotions Matter?," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 72(4), pages 511-564, October.
    15. Khedhaouria, Anis & Thurik, Roy, 2017. "Configurational conditions of national innovation capability: A fuzzy set analysis approach," Technological Forecasting and Social Change, Elsevier, vol. 120(C), pages 48-58.
    16. Zheng, Lu & Ulrich, Klaus & Sendra-García, Javier, 2021. "Qualitative comparative analysis: Configurational paths to innovation performance," Journal of Business Research, Elsevier, vol. 128(C), pages 83-93.
    17. Keming Yang, 2018. "Causal conditions for loneliness: a set-theoretic analysis on an adult sample in the UK," Quality & Quantity: International Journal of Methodology, Springer, vol. 52(2), pages 685-701, March.
    18. Sophia Lee, 2013. "Fuzzy-set method in comparative social policy: a critical introduction and review of the applications of the fuzzy-set method," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(4), pages 1905-1922, June.
    19. Junwan Liu & Rui Wang & Shuo Xu, 2021. "What academic mobility configurations contribute to high performance: an fsQCA analysis of CSC-funded visiting scholars," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(2), pages 1079-1100, February.
    20. Ryan Rumble & Vincent Mangematin, 2015. "Business Model Implementation: The Antecedents of Multi-Sidedness," Grenoble Ecole de Management (Post-Print) hal-01183388, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2244-2251. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.