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
Date Written: April 24, 2012
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: Suggested Citation