Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Vol. XLIII (November 2006), 549–563 549 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Deborah Roedder John is Professor and Curtis L. Carlson Chair in Marketing (e-mail: [email protected]), and Barbara Loken is Professor of Marketing (e-mail: [email protected]), Carlson School of Management, University of Minnesota. Kyeongheui Kim is Assistant Professor of Marketing, University of Toronto (e-mail: kkim@Rotman. Utoronto.Ca). Alokparna (Sonia) Basu Monga is Assistant Professor of Marketing, University of Texas at San Antonio (e-mail: alokparna. [email protected]). Contributions of the first and second author were equal. The authors thank Kent Seltman and Lindsay Dingle from the Mayo Clinic–Rochester for their participation and support. They also thank Lan Nguyen Chaplin for help with stimuli development and data coding. This research was sponsored by McKnight grants from the Carlson School of Management and funding from the Mayo Foundation. DEBORAH ROEDDER JOHN, BARBARA LOKEN, KYEONGHEUI KIM, and ALOKPARNA BASU MONGA*