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

conference contribution
posted on 2008-01-01, 00:00 authored by Julian Vieceli, Robin Shaw
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.



Academy of Marketing. Conference (2008 : Aberdeen, Scotland)


1 - 8


Robert Gordon University


Aberdeen, Scotland

Place of publication

Aberdeen, Scotland

Start date


End date




Publication classification

E1 Full written paper - refereed

Title of proceedings

AM 2008 : Reflective marketing in a material world : Academy of Marketing Annual Conference 2008 Proceedings

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