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Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.

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dc.affiliation.dptoUC3M. Departamento de Economía de la Empresaes
dc.contributor.authorTorres Lacomba, Annaes
dc.contributor.authorBijmolt, Tammo H. A.es
dc.date.accessioned2006-11-07T11:23:33Z
dc.date.available2006-11-07T11:23:33Z
dc.date.issued2005-02es
dc.description.abstractBrand 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-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and 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.es
dc.format.extent454159 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.repecwb050604
dc.identifier.urihttps://hdl.handle.net/10016/111
dc.language.isoenges
dc.relation.ispartofseriesWorkings Paper. Bussiness Economicses
dc.relation.ispartofseries2005-04es
dc.rights.accessRightsopen access
dc.subject.ecienciaEmpresa
dc.titleAssessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.es
dc.typeworking paper*
dspace.entity.typePublication
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