One pie, many recipes: Alternative paths to high brand strength

Reinhard Grohs, Karine Raïes (), Oliver Koll and Hans Muhlbacher
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Karine Raïes: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics
Oliver Koll: Leopold Franzens Universität Innsbruck - University of Innsbruck
Hans Muhlbacher: IUM - International University of Monaco, INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics

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Abstract: Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.

Keywords: Brand associations; Brand strength; Multiple regression analysis; Fuzzy-set qualitative comparative analysis; Brand management (search for similar items in EconPapers)
Date: 2016-06-01
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Citations: View citations in EconPapers (14)

Published in Journal of Business Research, 2016, 69 (6), 2244-2251 p. ⟨10.1016/j.jbusres.2015.12.037⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312233

DOI: 10.1016/j.jbusres.2015.12.037

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