Skip to main content

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

Buy Article:

$14.76 plus tax (Refund Policy)

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.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Data/Media
No Metrics


Document Type: Research Article

Publication date: 2011-09-01

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