IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-03700393.html
   My bibliography  Save this paper

Eliciting brand association networks: A new method using online community data

Author

Listed:
  • Pradeep Kumar Ponnamma Divakaran

    (ESC [Rennes] - ESC Rennes School of Business)

  • Jie Xiong

    (ESSCA - Ecole Supérieure des Sciences Commerciales d'Angers)

Abstract

This study explores a new methodology called community-aided brand concept map (CA-BCM) for eliciting brand association networks using data collected from technology-enabled online communities. NVivo software is used to qualitatively code these data to 1) uncover how users associate themselves with a brand and 2) use content analysis to quantify each of these associations, leading to the elicitation of a comprehensive network of brand associations and their relationships. Using the example of a movie brand, the new tool CA-BCM effectively uncovers 1) the core, secondary, and tertiary brand associations and 2) classifies the brand associations into strong, favorable, and unique associations. Finally, 3) using these brand association classification data and the brand awareness level, customer brand equity is measured. Pearson correlation is used to provide external validity to the CA-BCM technique, which shows a significant and positive relationship between customer brand equity and market performance. The implications and limitations of this study are presented.

Suggested Citation

  • Pradeep Kumar Ponnamma Divakaran & Jie Xiong, 2022. "Eliciting brand association networks: A new method using online community data," Post-Print hal-03700393, HAL.
    • Handle: RePEc:hal:journl:hal-03700393
    DOI: 10.1016/j.techfore.2022.121769
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:hal:journl:hal-03700393. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    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.