Advanced Brand Concept Maps: A New Approach for Evaluating the Favorability of Brand Association Networks

International Journal of Research in Marketing, Forthcoming

35 Pages Posted: 25 Apr 2012

See all articles by Oliver Schnittka

Oliver Schnittka

University of Hamburg

Henrik Sattler

University of Hamburg

Sebastian Zenker

University of Hamburg

Date Written: April 24, 2012

Abstract

John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measure 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 include explicit measures of the favorability of brand associations. This study extends the original-BCM approach with explicit information about the favorability of single brand associations and further develops a new metric, brand association network value (BANV) that quantifies overall network favorability. Our advanced-BCM approach and the new BANV metric are managerial relevant in that they allow to compare 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.

Keywords: brand association networks, brand image measurement, brand concept maps, consumer mapping techniques

JEL Classification: M31

Suggested Citation

Schnittka, Oliver and Sattler, Henrik and Zenker, Sebastian, Advanced Brand Concept Maps: A New Approach for Evaluating the Favorability of Brand Association Networks (April 24, 2012). International Journal of Research in Marketing, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2045401

Oliver Schnittka (Contact Author)

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Henrik Sattler

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

Sebastian Zenker

University of Hamburg

Allende-Platz 1
Hamburg, 20146
Germany

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