Journal ArticleDOI
Using free association to examine the relationship between the characteristics of brand associations and brand equity
TLDR
In this article, the authors identify the types of brand association and examine the relationship between association characteristics and brand equity, and find that the core of the brand association, instead of total association, is the key factor of driving brand equity building.Abstract:
The purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature review, two types of brand association are identified. One is product association including functional attribute association and non‐functional attribute association. The other is organizational association including corporate ability association and corporate social responsibility association. An empirical study measures the numbers of association, deriving from free association, and examines its differences between three pairs of high and low equity brands. We found that the corporate social responsibility association is almost absent across four high equity brands from subject’s free associations. Based on the other three contents of brand association, we use its total number of association to identify the orientation of association for each brand. The results are the same as that of using the favorable association. In addition, we also found that the number of brand association and total association have a significant relationship with brand equity. But the core of the brand association, instead of total association, is the key factor of driving brand equity building. The greater the numbers of the core brand association, the higher the brand equity. However, there is no significant difference for the other brand associations between the high and low equity brands. Marketers should develop the core association to position its brand strategy to create competitive advantages.read more
Citations
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Determinants of the brand equity: A verification approach in the beverage industry in Turkey
TL;DR: In this paper, the authors examined the practicality and application of a customer-based brand equity model, based on Aaker's well-known conceptual framework of brand equity, and concluded that brand loyalty is the most influential dimension of brand ownership.
Journal ArticleDOI
Building consumer–brand relationship: A cross‐cultural experiential view
Pao-Long Chang,Ming-Hua Chieng +1 more
TL;DR: In this article, a cross-cultural comparative study was conducted on a sample of real consumers at coffee chain stores in Shanghai, China, and Taipei, Taiwan, and the findings revealed that individual as well as shared experiences work through brand association, brand personality, brand attitude, and brand image to shape a consumer-brand relationship.
Journal ArticleDOI
Measuring customer‐based brand equity: empirical evidence from the sportswear market in China
Xiao Tong,Jana M. Hawley +1 more
TL;DR: In this article, the authors examined the practicality and applications of a customer-based brand equity model in the Chinese sportswear market and concluded that brand association and brand loyalty are influential dimensions of brand equity.
Journal ArticleDOI
The influence of brand equity on consumer responses
TL;DR: In this paper, the authors investigate the effects of this construct on consumers' responses using data from two European countries and find that perceived quality, brand associations and brand loyalty are the main drivers of overall brand equity.
Journal ArticleDOI
A cross‐national validation of the consumer‐based brand equity scale
TL;DR: In this paper, the authors investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers, and find that consumers respond to items of brand equity in the same way, which allows meaningful comparison of scores.
References
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Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Book
Building Strong Brands
TL;DR: In this article, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.
Journal ArticleDOI
The Company and the Product: Corporate Associations and Consumer Product Responses:
Tom J. Brown,Peter Dacin +1 more
TL;DR: Although brand theorists suggest that what a person knows about a company can influence perceptions of the company's products, little systematic research has been conducted on these eff ective factors.
Journal ArticleDOI
Characteristics of memory associations: A consumer-based brand equity perspective
TL;DR: This article used a memory network model to identify various association characteristics underlying consumer-based brand equity, such as set size, valence, uniqueness, and origin, and examined differences between high and low equity brands on these measures.