Brand diagnostics: Mapping branding effects using consumer associative networks
문헌리뷰 2011. 3. 2. 14:16
Brand diagnostics: Mapping branding effects using consumer associative networks
Geraldine R. Henderson, Dawn Iacobucci, Bobby J. Calder (1998)
European Journal of Operational Research 111 (2) p. 306-327
1. Introduction
2. Consumer brans associations
3. Associative networks
4. Associative networks: Elicitation and representation
4.1. Repertory grid
5. Mapping branding effects
5.1. Intra-network analyses
5.1.1. Intra-network centrality
5.1.2. Intra-network cohesion
5.1.3. Intra-network position
5.2. Inter-network analyses
5.2.1. Inter-network density
5.2.2. Inter-network equivalence
5.2.3. Aggregation
5.3. Summary
6. Discussion
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.
1. Introduction
2. Consumer brans associations
3. Associative networks
4. Associative networks: Elicitation and representation
4.1. Repertory grid
5. Mapping branding effects
5.1. Intra-network analyses
5.1.1. Intra-network centrality
5.1.2. Intra-network cohesion
5.1.3. Intra-network position
5.2. Inter-network analyses
5.2.1. Inter-network density
5.2.2. Inter-network equivalence
5.2.3. Aggregation
5.3. Summary
6. Discussion
'문헌리뷰' 카테고리의 다른 글
| [소비자학연구] 소비욕망의 개념에 관한 연구 (0) | 2011.03.17 |
|---|---|
| 학위논문작성법시작에서끝내기까지 (0) | 2011.03.07 |
| Characteristics of memory associations: A consumer-based brand equity perspective (0) | 2011.03.02 |
| A SPREADING ACTIVATION MODEL OF CONSUMERS' ASYMMETRIC SIMILARITY JUDGMENT (0) | 2011.03.01 |
| The Influence of a Brand Name's Association Set Size and Word Frequency on Brand Memory (0) | 2011.03.01 |
브라보맨