Skip to main content

The relationship between unique brand associations, brand usage and brand performance: analysis across eight categories

Buy Article:

$47.50 plus tax (Refund Policy)

It is considered desirable for a brand to have unique associations attached with it in consumer memory. In this research we tested the interaction between unique brand associations, customer usage/preference and brand performance. In our analyses across 94 brands in eight markets we found that the presence of unique associations was not positively related to past usage or a stronger brand preference. A brand's share of unique associations was also poorly correlated with current brand share. This empirical evidence supports more recent calls for brands to focus on meeting or exceeding performance on general category needs as a primary concern, which builds the richness and accessibility of the total brand associative network in consumer memory.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: 01 April 2007

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more