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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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    2. Koll, Oliver & von Wallpach, Sylvia & Uzelac, Borislav, 2023. "Stakeholder-oriented brand management: A Venn-diagram approach to monitor brand associations," European Management Journal, Elsevier, vol. 41(3), pages 437-444.
    3. Adriana Manolică & Cristina Teodora Roman & Roxana-Gabriela Mozolea, 2020. "Sensory Concept Map of Iași City Brand," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 712-721, August.
    4. 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.
    5. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(1), pages 83-102, June.
    6. Mihalis Kavaratzis & Ares Kalandides, 2015. "Rethinking the place brand: the interactive formation of place brands and the role of participatory place branding," Environment and Planning A, , vol. 47(6), pages 1368-1382, June.
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    8. Isaac Levi Henderson & Mark Avis & Wai Hong Kan Tsui & Thanh Ngo & Andrew Gilbey, 2023. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls," Sustainability, MDPI, vol. 15(2), pages 1-21, January.
    9. Niels Wäckerlin & Thomas Hoppe & Martijn Warnier & W. Martin Jong, 2020. "Comparing city image and brand identity in polycentric regions using network analysis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 80-96, March.
    10. 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.
    11. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
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    13. Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.
    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).
    15. Gaia Daldanise, 2020. "From Place-Branding to Community-Branding: A Collaborative Decision-Making Process for Cultural Heritage Enhancement," Sustainability, MDPI, vol. 12(24), pages 1-23, December.
    16. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    17. 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.
    18. Cunhyeong Ci & Sujin Choi, 2017. "How to manage a city’s image using the brand concept map and network analysis: a case of Seoul," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(6), pages 2441-2456, November.
    19. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    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.
    21. Arooj Rashid & Louise Spry & Christopher Pich, 2024. "A proposed brand architecture model for UK fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(5), pages 516-528, September.
    22. 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).
    23. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    24. Anupam Bawa & Anirban Saha, 2016. "Strength of corporate social responsibility as a corporate brand association: general public perspective," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 43(4), pages 313-332, December.

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