Brand diagnostics: Mapping branding effects using consumer associative networks

DOI10.1016/S0377-2217(98)00151-9zbMATH Open0948.90083OpenAlexW1988540540MaRDI QIDQ1806812FDOQ1806812

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

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zbMATH Keywords

consumer brand associationsnetwork analytic techniques

Mathematics Subject Classification ID

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

Cites Work

• Title not available (Why is that?)
• The centrality index of a graph
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• Title not available (Why is that?)

Cited In (5)

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

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