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. Attached Files Name Description MIMEType Size Downloads 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 Collections: Faculty of Business and Law Deakin Business School Related Links Link Description Connect to conference webpage Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 14 Aug 2009, 14:04:26 EST Mon, 07 Dec 2009, 09:57:56 EST Fri, 07 May 2010, 15:56:14 EST Fri, 07 May 2010, 15:57:13 EST Fri, 16 Mar 2012, 16:54:44 EST Fri, 17 Oct 2014, 09:44:02 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 711 Abstract Views, 2 File Downloads  -  Detailed Statistics Created: Fri, 14 Aug 2009, 14:04:26 EST