The measurement of the number, uniqueness, and valence of brand associations across three product categories

Vieceli, Julian and Shaw, Robin 2008, The measurement of the number, uniqueness, and valence of brand associations across three product categories, in AM 2008 : Reflective marketing in a material world : Academy of Marketing Annual Conference 2008 Proceedings, Robert Gordon University, Aberdeen, Scotland, pp. 1-8.

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Title The measurement of the number, uniqueness, and valence of brand associations across three product categories
Author(s) Vieceli, Julian
Shaw, Robin
Conference name Academy of Marketing. Conference (2008 : Aberdeen, Scotland)
Conference location Aberdeen, Scotland
Conference dates 7-10 July 2008
Title of proceedings AM 2008 : Reflective marketing in a material world : Academy of Marketing Annual Conference 2008 Proceedings
Editor(s) [Unknown]
Publication date 2008
Conference series Academy of Marketing Conference
Start page 1
End page 8
Total pages 8
Publisher Robert Gordon University
Place of publication Aberdeen, Scotland
Summary The research reported in this paper investigated the measurement of brand associations across three product categories. Brand associations had not been tested previously across all three categories of fast-moving consumer good, service, and durable in the one study. A free association method was used to generate brand associations for a fast-moving consumer good (shampoo), a service (banks) and a durable good (cars). The findings indicate that the first brand a respondent recalled has the greatest number of positive, unique and total brand associations. In addition, the findings indicated that durable goods have the highest number of associations, and the greatest number of unique and favourable brand associations. Further, banks and financial services had the fewest positive associations, which may have reflected attitudes to banks at the time of the research. These findings have implications for the manner in which respondents use information to recall brands, and how they process brand information when faced with a cue. Respondents use a depth and breadth of brand associations to generate brand information.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018065

Document type: Conference Paper
Collection: Deakin Graduate School of Business
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