Construct · 1 fields · 1 citations

brand concept map: a standalone construct

One name. One construct. A landmark on the map.

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Branding

a method that elicits and aggregates consumers' brand associations into a network map showing the core associations and how they connect.

In branding, brand concept map refers to a method that elicits and aggregates consumers' brand associations into a network map showing the core associations and how they connect. This meaning comes from John (2006) in Journal of Marketing Research.[1]

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Nearby constructs

map5 fields · 6 citationsjingle · one word, five constructs network4 fields · 6 citationsjingle · one word, four constructs

References

John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand Concept Maps: A Methodology for Identifying Brand Association Networks. Journal of Marketing Research, 43(4), 549-563. https://doi.org/10.1509/jmkr.43.4.549

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