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

Author

Listed:
  • Reinhard Grohs

    (EM - EMLyon Business School)

  • Karine Raïes
  • Oliver Koll
  • Hans Muhlbacher

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

  • Reinhard Grohs & Karine Raïes & Oliver Koll & Hans Muhlbacher, 2016. "One pie, many recipes : Alternative paths to high brand strength," Post-Print hal-02312233, HAL.
    • Handle: RePEc:hal:journl:hal-02312233
    as

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    Citations

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    Cited by:

    1. 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.
    2. 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.
    3. 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).
    4. 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).
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    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. 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.
    12. 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.

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