Exploring brand associations: an innovative methodological approach

Demographic Variables and Brand Associations

This research aims to mine the relationship between demographic variables and brand associations, and study the relative importance of these variables. The study is conducted on fast-food restaurant brands chains in Jordan. The result ranks and evaluates the demographic variables in relation with the brand associations for the selected sample. Discovering brand associations according to demogra...

An Innovative Crowdsourcing Approach for

Web2 and the evolving vision of Web3 have a great effect on facilitation of information sharing, information aggregation, interoperability, user-centered design, collaboration on the World Wide Web, and crowd-centered services. New concept of Web is the intuition that drives crowdsourcing, crowd servicing, and crowd computing. With crowdsourcing emergence people get motivated to work through in...

Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-...

Selective Associations: a Methodological Critique

Brand Aesthetics: A New Brand Management Approach

The aesthetic treatment of products and services is emerging as a fundamental competitive element. The notion of “brand aesthetics”, composed of stable and specific elements characterizing its « sensory approach », first introduced by the semiotician Jean-Marie Floch in 1990, can help manage brands in a more rational way. The model of the Brand Aesthetics Chain is introduced to describe the seq...