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Validation of Brand Relationship Types Using Advanced Clustering Methods

In: Quantitative Marketing and Marketing Management

Author

Listed:
  • Wolfgang Fritz

    (Technische Universität Braunschweig)

  • Michael Kempe

    (Technische Universität Braunschweig)

  • Bettina Lorenz

    (Volkswagen Consulting, Volkswagen AG)

Abstract

In this article we reanalyze the findings of an existing study on consumer-brand relationships conducted in Germany. Based on the data of more than nine hundred consumers and using advanced clustering methods, our study in principle supports the former findings indicating the existence of four generic types of consumer-brand relationships. These types are characterized as “best friendship,” “unemotional purpose-based relationship,” “loose contact,” and “happy partnership.” Furthermore, as the findings suggest, advanced methods of cluster analysis do not improve the solution provided by traditional clustering in each case.

Suggested Citation

  • Wolfgang Fritz & Michael Kempe & Bettina Lorenz, 2012. "Validation of Brand Relationship Types Using Advanced Clustering Methods," Springer Books, in: Adamantios Diamantopoulos & Wolfgang Fritz & Lutz Hildebrandt (ed.), Quantitative Marketing and Marketing Management, edition 127, chapter 4, pages 303-324, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-3722-3_15
    DOI: 10.1007/978-3-8349-3722-3_15
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