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Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

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  • Torres, Anna
  • Bijmolt, Tammo H.A.

Abstract

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-by-attributes evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalities as well as asymmetries between brand-to-attribute and attribute-to-brand associations. This allows studying whether or not there is match in a brand's positioning (brand-to-attribute associations) and relative advantage (attribute-to-brand associations). The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes. The stability of the solution is examined using bootstrap resampling procedures.

Suggested Citation

  • Torres, Anna & Bijmolt, Tammo H.A., 2009. "Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations," European Journal of Operational Research, Elsevier, vol. 195(2), pages 628-640, June.
    • Handle: RePEc:eee:ejores:v:195:y:2009:i:2:p:628-640
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    11. Gower, J.C. & Groenen, P.J.F. & van de Velden, M. & Vines, K., 2010. "Perceptual maps: the good, the bad and the ugly," ERIM Report Series Research in Management ERS-2010-011-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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