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

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

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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: 2016-08-01
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Citations: View citations in EconPapers (9)

Published in Journal of Business Research, 2016, 69 (8), 2774-2780 p. ⟨10.1016/j.jbusres.2015.11.013⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312234

DOI: 10.1016/j.jbusres.2015.11.013

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