scholarly journals Mapping IranDoc Brand Associations Network from the Stakeholders’ Viewpoint

2021 ◽  
Vol 37 (2) ◽  
pp. 363-385
Author(s):  
Somayeh Labafi ◽  
پدرام جاهدی ◽  
◽  
Keyword(s):  
Brand Associations

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

The study of brand associations for building strategic brand maps

2019 ◽  
Vol 2 ◽  
pp. 116-130
Author(s):  
Сергей Старов ◽  
Игорь Гладких ◽  
Даниил Муравский
Keyword(s):  
Brand Associations

The Benefits of Quantifying Qualitative Brand Data

2016 ◽  
Vol 58 (3) ◽  
pp. 421-450
Author(s):  
Kaleel Rahman ◽  
Charles S. Areni
Keyword(s):  
Brand Equity ◽  
Knowledge Creation ◽  
Qualitative Data ◽  
Reliability And Validity ◽  
Free Association ◽  
Serial Order ◽  
Three Dimensions ◽  
Innovative Approach ◽  
Association Strength ◽  
Brand Associations

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller's work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a ‘weighted valence index’ (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure.

scholarly journals Using Cognitive Mapping to Longitudinally Examine Political Brand Associations

2018 ◽  
Vol 18 (3) ◽  
pp. 267-302
Author(s):  
Alexander Ewan MacDonald ◽  
Roger Sherlock ◽  
John Hogan
Keyword(s):  
Cognitive Mapping ◽  
Brand Associations

scholarly journals BRAND ASSOCIATION ATTRIBUTES FOR INDONESIAN NATIONAL AIRLINE

2009 ◽  
Vol 8 (1) ◽  
Author(s):  
Idris Gautama So ◽  
Ishak Ismail
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Associations ◽  
Brand Association ◽  
Service Brand ◽  
Private Values ◽  
Brand Attributes ◽  
The Creation ◽  
Cochran Test

Brand image, in brief is a series of private values that perceived by company to create identity of its product or service. Brand Association is anything related memory to brand (Tjiptono, 2005). Brand Association is one of assets of brand equity, which shows advantages and differences of a product or service while a person recall the brand of product or service. This paper is a research to discover brand attributes associated in consumers’ mind that create brand image of state owned national airline (Garuda Indonesia-GI), and then to discover harmonization between brand identity with brand image. The respondents of this research are passengers of GI airline at Sukamo-Hatta airport. Cochran test is one of methods applied in this paper. The result of this research shows that there are six brand associations which create GI brand image, but brand identity has not yet stuck completely in consumer’s mind, although there are three additional brand image perceived by consumers. These show that there is a positive gap which bring advantages to company. Company must also maintain the harmony of built brand image and brand identity to avoid the creation of negative gap.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

Gap Between Mobile and Online Advergames

2019 ◽  
pp. 125-150 ◽  
Author(s):  
Tugce Ozansoy Çadırcı ◽  
Aysegul Sagkaya Gungor
Keyword(s):  
Brand Attitude ◽  
Flow State ◽  
Brand Attitudes ◽  
Brand Associations ◽  
Mobile Environment ◽  
Lab Experiment ◽  
Brand Recall ◽  
Time Distortion ◽  
Experience Of Flow

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.

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