Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks

European Journal of Operational Research 111 (1998) 306-327

Posted: 19 Nov 2015

See all articles by Geraldine R. Henderson

Geraldine R. Henderson

University of Texas at Austin - Red McCombs School of Business

Dawn Iacobucci

Vanderbilt University - Marketing

Bobby Calder

Independent

Date Written: 1997

Abstract

Understanding consumer perceptions and associations is an important first step to understanding brand preferences and choices. In this paper, we discuss how cognitive theorists would posit network representations of consumer brand associations. We rely upon several empirical examples of consumer associative networks, based on data from a variety of data collection techniques, in order to demonstrate the tools available to the brand manager using network analytic techniques. In addition to being grounded in theory, networks are shown to be quite important to mapping an extensive array of branding effects, including: (1) branded features, (2) driver brands, (3) complements, (4) co-branding, (5) cannibalization, (6) brand parity, (7) brand dilution, (8) brand confusion, (9) counter-brands, and (10) segmentation. This list of 10 issues is fairly ambitious but we desire this research to be truly useful to brand managers, and we believe we have made some progress in addressing all 10 questions and in providing tools and a road map to the brand manager.

Suggested Citation

Henderson, Geraldine R. and Iacobucci, Dawn and Calder, Bobby, Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks (1997). European Journal of Operational Research 111 (1998) 306-327, Available at SSRN: https://ssrn.com/abstract=2692218

Geraldine R. Henderson (Contact Author)

University of Texas at Austin - Red McCombs School of Business ( email )

Austin, TX 78712
United States

Dawn Iacobucci

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Bobby Calder

Independent ( email )

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