The Use of Brand Concept Maps and Network Analysis Tools to Examine Brand Associations Networks: An Abstract

2017 ◽  
pp. 811-812
Author(s):  
Abdullah Demirel
Keyword(s):  
Network Analysis ◽  
Concept Maps ◽  
Brand Associations ◽  
Analysis Tools ◽  
Brand Concept ◽  
Brand Concept Maps

Consumer values of corporate and celebrity brand associations

2015 ◽  
Vol 18 (2) ◽  
pp. 164-187 ◽  
Author(s):  
Jasmina Ilicic ◽  
Cynthia M. Webster
Keyword(s):  
Concept Maps ◽  
Methodological Approach ◽  
Personal Meaning ◽  
Brand Associations ◽  
Corporate Brand ◽  
Content Type ◽  
Brand Authenticity ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Corporate Brands

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

2006 ◽  
Vol 43 (4) ◽  
pp. 549-563 ◽  
Author(s):  
Deborah Roedder John ◽  
Barbara Loken ◽  
Kyeongheui Kim ◽  
Alokparna Basu Monga
Keyword(s):  
Concept Maps ◽  
Brand Association ◽  
Brand Concept ◽  
Brand Concept Maps

A mechanism for aggregating association network data: An application to brand concept maps

2017 ◽  
Vol 79 ◽  
pp. 90-106 ◽  
Author(s):  
Daniel Böger ◽  
Pascal Kottemann ◽  
Martin Meißner ◽  
Reinhold Decker
Keyword(s):  
Concept Maps ◽  
Network Data ◽  
Association Network ◽  
Brand Concept ◽  
Brand Concept Maps

Harvesting Brand Information from Social Tags

2017 ◽  
Vol 81 (4) ◽  
pp. 88-108 ◽  
Author(s):  
Hyoryung Nam ◽  
Yogesh V. Joshi ◽  
P.K. Kannan
Keyword(s):  
Text Mining ◽  
Concept Maps ◽  
Marketing Research ◽  
Added Value ◽  
New Approach ◽  
Social Tags ◽  
Reduction Methods ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
Brand Information

Social tags are user-defined keywords associated with online content that reflect consumers’ perceptions of various objects, including products and brands. This research presents a new approach for harvesting rich, qualitative information on brands from user-generated social tags. The authors first compare their proposed approach with conventional techniques such as brand concept maps and text mining. They highlight the added value of their approach that results from the unconstrained, open-ended, and synoptic nature of consumer-generated content contained within social tags. The authors then apply existing text-mining and data-reduction methods to analyze disaggregate-level social tagging data for marketing research and demonstrate how marketers can utilize the information in social tags by extracting key representative topics, monitoring common dynamic trends, and understanding heterogeneous perceptions of a brand.

Investigating feedback effects in the field of brand extension using brand concept maps

2018 ◽  
Vol 13 (1) ◽  
pp. 41-64 ◽  
Author(s):  
Pascal Kottemann ◽  
Anja Plumeyer ◽  
Reinhold Decker
Keyword(s):  
Cognitive Processing ◽  
Concept Maps ◽  
Empirical Studies ◽  
Brand Extension ◽  
Feedback Effects ◽  
Content Type ◽  
Individual Level ◽  
Associative Network ◽  
Brand Concept ◽  
Brand Concept Maps

Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network. Design/methodology/approach This research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries. Findings The findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected. Research limitations/implications By applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image. Originality/value Data from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.

Developing and testing a typology of brand benefit differentiation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alexander Farestvedt Hem ◽  
Magne Supphellen
Keyword(s):  
Concept Maps ◽  
Future Research ◽  
Negative Effects ◽  
Brand Attachment ◽  
Content Type ◽  
Positive Effects ◽  
Benefit Evaluation ◽  
Brand Concept ◽  
Brand Concept Maps ◽  
First Time

Purpose The purpose of this study is to expand the notion of differentiation by developing and testing a typology of brand benefit differentiation. Design/methodology/approach Brand concept maps were used to identify three types of differentiation. The effects of the types of differentiation on benefit evaluation and brand attachment were tested in two follow-up studies using path analysis. Findings A comparison of the association maps of four international brands showed instances of all three types of benefit differentiation – categorical, graded and structural benefit differentiation. The tests of effects revealed that categorical benefit differentiation had negative effects, whereas structural and graded differentiation had positive effects on benefit evaluation and brand attachment, respectively. Research limitations/implications The findings suggest that other types of benefit differentiation are more important than uniqueness. Future research should test the relevance and usefulness of the typology for other brands and consumer segments. Practical implications The new typology opens new opportunities for the differentiation of brands. Brand managers should avoid a myopic focus on uniqueness. Rather, they should analyze networks of benefit associations in detail for all three types of differentiation identified in this research and strengthen the level of structural and/or graded differentiation. Originality/value This research demonstrates, for the first time, the importance of two types of differentiation other than uniqueness. It also supports previous studies showing the negative effects of uniqueness on variables related to brand equity.

The S’ANT Imperative for Realizing the Vision of Healthcare Network Centric Operations

2011 ◽  
pp. 2206-2217
Author(s):  
Nimini Wickramasinghe ◽  
Rajeev K. Bali
Keyword(s):  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Network Theory ◽  
Knowledge Building ◽  
Actor Network Theory ◽  
Healthcare Network ◽  
Analysis Tools ◽  
Network Centric Operations ◽  
Tools And Techniques

In the information-intensive environment of healthcare, the networkcentric approach has been proffered as one that allows free and rapid sharing of information and effective knowledge building required for the development of coherent objectives and their rapid attainment. This article asserts that if we are to realize such a vision it is imperative to draw upon strong rich analysis tools and techniques and thus calls for the application of Social Network Analysis combined with Actor-network Theory (S’ANT).

scholarly journals Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands

2020 ◽  
Vol 12 (5) ◽  
pp. 1703 ◽  
Author(s):  
Yunjeong Kim ◽  
Kyung Wha Oh
Keyword(s):  
Network Analysis ◽  
Brand Image ◽  
Brand Associations ◽  
Fast Fashion ◽  
Female Consumers ◽  
Fashion Brand ◽  
Depth Analysis ◽  
Sustainable Fashion ◽  
Depth Interviews

Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

Sign in / Sign up

Export Citation Format

Share Document