Purpose To develop understanding of how voters view the political brand by analysing the mental maps that voters create when asked to think about a political party. The analysis is both in terms of the nature of the maps and also in terms of the equity associated with a map. Methodology A consumer-oriented approach is developed for mapping the political brand. The brand maps are analysed to dis...

This research examines whether various forms of brand associations—overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)—are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since independents emphasize the “traitedness” of behavior and tend to focus on attributes of objects, brand belief...

Social tagging is a new way to share and categorize online content that enables users to express their thoughts, perceptions, and feelings with respect to diverse concepts. In social tagging, content is connected through usergenerated keywords—“tags”—and is readily searchable through these tags. The rich associative information that social tagging provides marketers new opportunities to infer b...

Weblogs and other web text are an incredibly rich knowledge base, and the marketing industry is beginning to recognize the value of web texts as a source of information about their customers. However, the nature of web texts make them unsuitable for analysis using standard market research methods. In this paper, we describe the use of exploratory data analysis techniques to extract the associat...

Vol. XXXVII (August 2000), 331–350 331 *Chris Janiszewski is Jack Faricy Associate Professor of Marketing, University of Florida (e-mail: [email protected]). Stijn M.J. van Osselaer is Assistant Professor of Marketing, University of Chicago (email: [email protected]). Both authors contributed equally to this article. This work was supported by the Beatrice Foods Co. Fa...

Being able to determine the equity of a service or goods brand is of paramount importance to marketing practitioners and scholars alike. One way to determine the equity of a brand is through the measurement of brand associations. Few studies have constructed brand association measures in the context of either goods or service brands and most have been constructed to measure traditional goods br...

INTRODUCTION Marketers have long recognized the power and importance of branding, which creates aspirational attributes that increase products' attractiveness. Although brand imagery has traditionally been communicated via mass media, packaging's importance in promoting desirable brand-attribute associations has increased. Knowledge of how groups prone to smoking experimentation interpret tobac...