The measurement of the number, uniqueness and valence of brand associations across three product categories

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Abstract:

The research reported in this paper investigates the measurement of brand associations across three product categories, a fast-moving consumer goods (shampoo), a service (banks) and a durable goods (cars). It was expected that due to different levels of involvement and interaction with these product categories, the number, valence and uniqueness of brand associations would differ for each category. The research uses a free association method as this method reduces response chaining and inhibition from competitive recall. The findings indicate that the first brand a respondent recalls in a given category has the greatest number of positive, unique and total brand associations. Further, the findings indicate that durable goods have the highest number of associations, and the greatest number of unique and favourable brand associations. The findings of this research indicate that the first brand recalled by consumers is associated with a richness of information in memory, and marketers need to build associations to have their brand recalled early in a brand retrieval process. Associating information to a brand makes it more accessible in a consumer's memory.

Keywords: BRAND ASSOCIATIONS; BRAND SALIENCE; BRANDING; CONSUMER BEHAVIOUR

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539211X602504

Publication date: September 1, 2011

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