Brand diagnostics: Mapping branding effects using consumer associative networks

DOI10.1016/S0377-2217(98)00151-9MaRDI QIDQ1806812zbMATH OpenOpenAlexFDO

Authors Geraldine R. Henderson, Dawn Iacobucci, Bobby J. Calder

Publication date 20 December 1999

Published in European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL https://doi.org/10.1016/s0377-2217(98)00151-9

zbMATH Keywords

consumer brand associationsnetwork analytic techniques

Mathematics Subject Classification ID

Deterministic network models in operations research (90B10) Marketing, advertising (90B60)

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Cites work

• scientific article; zbMATH DE number 4022343 (Why is no real title available?)
• scientific article; zbMATH DE number 1251087 (Why is no real title available?)
• scientific article; zbMATH DE number 1168330 (Why is no real title available?)
• The centrality index of a graph

Cited in

(5)

• Measuring the effects of new brand introduction on inter-brand strategic interaction
• Brand Attachment: Constructs, Consequences, and Causes
• Relating brand confusion to ad similarities and brand strengths through image data analysis and classification
• Mining twitter lists to extract brand-related associative information for celebrity endorsement
• Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

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