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One pie, many recipes: Alternative paths to high brand strength

Author

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  • Grohs, Reinhard
  • Raies, Karine
  • Koll, Oliver
  • Mühlbacher, Hans

Abstract

Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.

Suggested Citation

  • Grohs, Reinhard & Raies, Karine & Koll, Oliver & Mühlbacher, Hans, 2016. "One pie, many recipes: Alternative paths to high brand strength," Journal of Business Research, Elsevier, vol. 69(6), pages 2244-2251.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2244-2251
    DOI: 10.1016/j.jbusres.2015.12.037
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    References listed on IDEAS

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