Validation of Brand Relationship Types Using Advanced Clustering Methods

Wolfgang Fritz, Michael Kempe and Bettina Lorenz
Additional contact information
Wolfgang Fritz: Technische Universität Braunschweig
Michael Kempe: Technische Universität Braunschweig
Bettina Lorenz: Volkswagen Consulting, Volkswagen AG

Chapter 4 in Quantitative Marketing and Marketing Management, 2012, pp 303-324 from Springer

Abstract: Abstract In this article we reanalyze the findings of an existing study on consumer-brand relationships conducted in Germany. Based on the data of more than nine hundred consumers and using advanced clustering methods, our study in principle supports the former findings indicating the existence of four generic types of consumer-brand relationships. These types are characterized as “best friendship,” “unemotional purpose-based relationship,” “loose contact,” and “happy partnership.” Furthermore, as the findings suggest, advanced methods of cluster analysis do not improve the solution provided by traditional clustering in each case.

Keywords: Brand Relationships; Cluster Analysis; Mixture Clustering (search for similar items in EconPapers)
Date: 2012
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-8349-3722-3_15

Ordering information: This item can be ordered from
http://www.springer.com/9783834937223

DOI: 10.1007/978-3-8349-3722-3_15

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().