Drivers of brand strength: Configural paths to strong cognitive brand equity

Hans Mühlbacher, Karine Raies, Reinhard Grohs and Oliver Koll

Journal of Business Research, 2016, vol. 69, issue 8, 2774-2780

Abstract: Cognitive brand research conceives brand strength as the result of brand association characteristics, like favorability, number, uniqueness, and consensus. Most research uses regression type methods to study the impact of individual association characteristics across various brands. This study examines which patterns of brand association characteristics lead to high vs. low brand strength on an individual consumer level. Configural analysis of 2822 association tasks concerning six sport shoe brands by 729 participants shows that various combinations of brand association favorability, number, uniqueness and consensus are better suited for explaining high brand strength than each of these predictors individually. The combinations change with the level of product category involvement and consumers' familiarity with the brand. These findings extend theoretical understanding of cognitive brand equity and provide guidance for brand management practice.

Keywords: Brand strength; Brand associations; Configural analysis; Favorability; Uniqueness; Consensus (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:8:p:2774-2780

DOI: 10.1016/j.jbusres.2015.11.013

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