Characteristics of memory associations: A consumer-based brand equity perspective

문헌리뷰 2011. 3. 2. 09:51

Characteristics of memory associations: A consumer-based brand equity perspective

Krishnan, H

International Journal of Research in Marketing, Volume 13, Number 4, October 1996 , pp. 389-405(17)

1. Introduction

2. Background: Consumer associations

2.1. Number of associations

2.2..Valence of associations

2.3. Uniqueness of associations

2.4. Origin of associations

3. Study

3.1. Method

3.2. Measures

3.3. Results

4. Implications

4.1. Managerial issues: Understanding the association patterns

4.2. Measurement issues

4.3. Research issues: Expanding the model of memory associations

Abstract

This research uses a memory network model to identify various association characteristics underlying consumer-based brand equity. An empirical study measures association characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these measures. The results show that consumer association differences are consistent with external equity indicators and provide insights on strong and weak areas for each brand that could be used to strengthen the brand. The discussion addresses implications of the association patterns for managing brand equity, compares the association measures with other equity measurement approaches, and broadens the set of association concepts used in this research.