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Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations

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  • Torres Lacomba, Anna
  • Bijmolt, Tammo H. A.

Abstract

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes.

Suggested Citation

  • Torres Lacomba, Anna & Bijmolt, Tammo H. A., 2005. "Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations," DEE - Working Papers. Business Economics. WB wb050604, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    • Handle: RePEc:cte:wbrepe:wb050604
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    References listed on IDEAS

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    1. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    2. Dillon, William R & Frederick, Donald G & Tangpanichdee, Vanchai, 1985. "Decision Issues in Building Perceptual Product Spaces with Multi-attribute Rating Data," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 47-63, June.
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