Construct · 1 fields · 1 citations

brand-specific associations: a standalone construct

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

● anchor · a standalone construct Nearest construct by meaning·not indexed

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Branding

associations unique to a brand that can outweigh overall brand affect and category similarity in consumers' evaluations of brand extensions.

In branding, brand-specific associations refers to associations unique to a brand that can outweigh overall brand affect and category similarity in consumers' evaluations of brand extensions. This meaning comes from Broniarczyk (1994) in Journal of Marketing Research.[1]

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Nearby constructs

affect4 fields · 5 citationsjingle · one word, several feeling constructs brand affect1 fields · 1 citationsanchor · a standalone construct brand extension1 fields · 1 citationsanchor · a standalone construct

References

Broniarczyk, S. M., & Alba, J. W. (1994). The Importance of the Brand in Brand Extension. Journal of Marketing Research, 31(2), 214-228. https://doi.org/10.1177/002224379403100206

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