Relevant bibliographies by topics / Brand association

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Brand association'

Author: Grafiati
Published: 4 June 2021
Last updated: 11 March 2023

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Journal articles on the topic "Brand association"

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Henderson, Isaac Levi, Mark Avis, Wai Hong Kan Tsui, Thanh Ngo, and Andrew Gilbey. "Compound Brands and the Multi-Creation of Brand Associations: Evidence from Airports and Shopping Malls." Sustainability 15, no. 2 (January 12, 2023): 1450. http://dx.doi.org/10.3390/su15021450.

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The authors identify a new type of brand concept, which they term as a compound brand. Compound brands have their brand associations multi-created such that the focal brand entity, their tenants, and ancillary entities all act as sources of primary brand associations. To test the possibility of compound brands, two potential compound brands are studied, airports and shopping malls. This was completed by undertaking 480 semi-structured interviews (240 for each entity) to identify the underlying brand association structure and which associations are important for consumer brand choice. Thematic analysis was used to analyse the qualitative data. Participant responses support that compound brand association structures are created by the focal branded entity (e.g., an airport), its tenants (e.g., shops and restaurants), as well as ancillary entities (e.g., location and customers). The contributions of tenants and ancillary entities towards the brand association structures of airports and shopping malls were also statistically significant with large effect sizes. A continuum exists as to how much of the compound brand’s association structure is created by its tenants, with statistically significant differences between airports and shopping malls in terms of how much tenants contribute to overall brand association structures for the compound brand.
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CHIU, Sheng Yang. "Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers." Journal of Economics and Behavioral Studies 7, no. 3(J) (June 30, 2015): 6–13. http://dx.doi.org/10.22610/jebs.v7i3(j).577.

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This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.
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Dada, Muhammad Habib. "Impact of Brand Association, Brand Image & Brand Loyalty on Brand Equity." Journal of Marketing Strategies 3, no. 1 (June 4, 2021): 29–43. http://dx.doi.org/10.52633/jms.v3i1.33.

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The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.
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Kovács, László, András Bóta, László Hajdu, and Miklós Krész. "Brands, networks, communities: How brand names are wired in the mind." PLOS ONE 17, no. 8 (August 25, 2022): e0273192. http://dx.doi.org/10.1371/journal.pone.0273192.

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Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.
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Thellefsen, Torkild, and Bent Sørensen. "What brand associations are." Sign Systems Studies 43, no. 2/3 (November 30, 2015): 191–206. http://dx.doi.org/10.12697/sss.2015.43.2-3.03.

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The American polyhistor Charles Sanders Peirce stated that association is the only active force in the mind; and since any meaning of a brand is created through countless associations among the brand users, branding seems to be a cognitive vis-à-vis semeiotic process. In literature on brands the concept of association is by no means new; however, if we take a look at some of the leading and dominant brand researchers, their definitions of associations seem to lack academic depth. We hope to contribute to this hitherto missing depth by applying Peirce’s understanding of associations.
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Sharma, Rajesh. "Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions." Metamorphosis: A Journal of Management Research 16, no. 1 (May 12, 2017): 45–59. http://dx.doi.org/10.1177/0972622517702187.

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The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.
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Boisvert, Jean. "Conceptualisation and Modelling of the Process behind Brand Association Transfer." International Journal of Market Research 53, no. 4 (July 2011): 541–56. http://dx.doi.org/10.2501/ijmr-53-4-541-556.

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Although the concept of affect transfer has been addressed by many in the literature, the process underlying the transfer of brand associations from parent brands to their extensions is still unclear despite important theoretical and managerial implications. This paper proposes to conceptualise and model the empirical process underlying such transfer. The findings reveal that the capability of a parent brand to transfer specific brand associations to a line extension depends on an optimisation process where strong transfer occurs only when repeated measures of the same associations are not statistically distinct. Conversely, the transfer is limited when the statistical difference is either positive or negative in repeated measures. When the difference is positive, the extension appears to already ‘own’ the association in comparison to the parent brand and when negative the association is not compatible with the extension. The methodological and managerial implications of brand association transfer are discussed.
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Jafari Drabjerdi, Jamshid, Masoud Arabi, and Maryam Haghighikhah. "Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products." International Journal of Business and Management 11, no. 4 (March 15, 2016): 265. http://dx.doi.org/10.5539/ijbm.v11n4p265.

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<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>
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Rintoul, Duncan, Homa Hajibaba, and Sara Dolnicar. "Comparing Association Grids and ‘Pick Any’ Lists for Measuring Brand Attributes." International Journal of Market Research 58, no. 6 (November 2016): 779–93. http://dx.doi.org/10.2501/ijmr-2016-052.

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Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
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Lu, Jinzhao, and Yingjiao Xu. "Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity." Journal of Product & Brand Management 24, no. 4 (July 20, 2015): 365–76. http://dx.doi.org/10.1108/jpbm-05-2014-0593.

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Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims to examine the impact of country of origin on Chinese young consumers’ behavior toward sportswear brands. Design/methodology/approach – A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t-tests and structural equation modeling (SEM) with bootstrap method were used to test the hypotheses. Findings – The SEM results indicate a significant influence of brand self-congruity on consumers’ brand association and perceived quality, which, in turn, influenced consumers’ brand loyalty. The multiple t-test results suggest a significant difference between Chinese and global sportswear brands in terms of consumers’ brand association and attitudinal brand loyalty. No significant difference was found in terms of consumers’ behavioral brand loyalty. Research limitations/implications – The main limitation of this study comes from the convenience student sample. Practical implications – First, brands need to strategically design the brand image to represent the largest segment of the target market. Second, while global brands could focus on their pricing strategies, domestic brands need to focus more on maintaining a positive brand association in consumers’ mind. Originality/value – This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market.
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Dissertations / Theses on the topic "Brand association"

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Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.

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Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.
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Grundell, Filippa, and Emma Näslund. "Konsumentens påverkan av Personal Brand : En kvalitativ studie som undersöker hur Personal Brands influerar konsumentbeteende." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-35593.

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Till följd av utvecklingen av digitaliseringen har fenomenet Personal Branding växt fram som ändrat dynamiken för konsumentens relation till varumärken. Studien syftar till att öka förståelsen för hur konsumentbeteende påverkas av Personal Brands. Undersökningen bygger på en kvalitativ forskningsmetod där fem ostrukturerade fokusgrupper deltagit, med totalt 18 personer tillhörande urvalsgruppen Digital naturals. Med hjälp av tidigare etablerad varumärkesteori har fyra dimensioner; kännedom, attityd, associationer och identifikation valts ut. Analysen baseras på dessa fyra dimensioner. Resultatet av studien visar att Personal Brands i viss utsträckning påverkar konsumentbeteendet. Konsumentens beteende påverkas olika beroende på i vilken utsträckning de fyra dimensionerna förekommer eller uppfylls.
As a result of the expansion of digitalization, the Personal Branding phenomena has emerged as changing the dynamics of the consumer's relationship with brands. The intent of this paper is to form an understanding of how consumers behavior are influenced by Personal Branding. The study is built on a qualitative research method in which five unstructured focus groups were participating, with a total of 18 individuals all within the selection group Digital naturals. Using previously established brand theory, four dimensions; knowledge, attitude, associations and identification have been selected. The analysis in this study is based on these four dimensions. The study concludes that Personal Brands, to a certain extent, affects consumer behavior. The behavior of the consumer will be influenced differently depending on the extent to which these four dimensions are present or satisfied.
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Kim, Woo Sung. "Product quality, image, and salient association levels as factors in brand extendibility /." view abstract or download file of text, 2001. http://wwwlib.umi.com/cr/uoregon/fullcit?p3024519.

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Thesis (Ph. D.)--University of Oregon, 2001.
Typescript. Includes vita and abstract. Includes bibliographical references (leaves 155-163). Also available for download via the World Wide Web; free to University of Oregon users.
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Barreda, Cornejo Maria Paz. "Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality en relacion a Brand Loyalty en la categoría de sportswear de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655013.

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Cada vez más el término Brand Equity es importante en diversas categorías, de este modo, las compañías buscan construir uno sólido. Asimismo, el Brand Personality en este fenómeno es relevante, pues está relacionado con el Brand Equity al indicar los valores y personalidad de la marca e influir en la conexión con el consumidor. Este estudio busca encontrar la relación entre dimensiones del Brand Equity (Brand Awareness, Brand Association y Perceived Quality) y Brand Personality con respecto al Brand Loyalty, en el contexto peruano de la categoría de sportswear. La data obtenida de 400 encuestados por medio de una encuesta online fue analizada usando análisis de regresión múltiple y correlaciones.
The term Brand Equity is increasingly important in various categories, thus, companies seek to build a solid one. Likewise, Brand Personality in this phenomenon is relevant, since it is related to Brand Equity by indicating the values and personality of the brand and influencing the connection with the consumer. This study seeks to find the relationship between dimensions of Brand Equity (Brand Awareness, Brand Association and Perceived Quality) and Brand Personality with respect to Brand Loyalty in the Peruvian context of the sportswear category. The data obtained from 400 respondents through an online survey was analyzed using multiple regression analysis and correlations.
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Koo, Ja Joon. "Brand management strategy for Korean professional football teams : a model for understanding the relationships between team brand identity, fans' identification with football teams, and team brand loyalty." Thesis, Brunel University, 2009. http://bura.brunel.ac.uk/handle/2438/3588.

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This research recommends a new approach to brand strategy for Korean professional football teams, focusing on the relationships between team brand identity as the basic element of sports team branding, team brand loyalty as the most desirable goal, and identification between fans and teams as the mediator between identity and loyalty. Nowadays, professional football teams are no longer merely sporting organisations, but organisational brands with multi-million pound revenues. It is vital for football teams to build a relevant brand strategy based on the relationship with their fans. Existing research on sports branding suggests that fans who are deeply identified with a specific team tend to possess extremely high loyalty, holding a particular team as central to their identity. Therefore, managing the relationships between team brand identity, fan-team identification, and team brand loyalty can be the most powerful brand strategy for football teams, particularly for Korean football teams that do not retain strong fan bases and yet desire to gain consumers who identify with them. Through two empirical studies and case study analysis this research investigated a construct of team brand identity in the professional football context. Consumers’ associations with football teams were examined and 13 elements of a team brand identity scale were developed. It was revealed that team brand identity is composed of four identity dimensions which are experience, visual, non-product, and product. Case studies, with a further literature review of team brand identity, clarified and confirmed the first study findings. The final empirical study tested and confirmed the correlated and serial relationships, and provided the basis for the new theoretical model on which to build the brand strategy.
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VIGOLO, Vania. "I prodotti italiani sul mercato sudafricano : un'indagine di brand association." Doctoral thesis, Università degli studi di Bergamo, 2008. http://hdl.handle.net/10446/46.

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Il lavoro presenta uno studio sull'immagine dei prodotti e dei brand italiani nel mercato sudafricano.
The research investigates the image of Italian products and brands on the South African market.
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Guselin, Mathias, Sebastian Johansson, and Joakim Jörgensen. "Brand Equity for E-recruitment companies : A quantitative research on individuals´ intention to use e-recruitment websites." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-55586.

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Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. Therefore, is the brand a crucial factor for online companies such as e-recruitment websites thus having a strong brand can lead to competitive advantage in the market. The role of branding in e-marketing is increasingly getting more important. Previous research has used intention to purchase as an outcome of brand equity. However, this research studies brand equity towards intention to use as most e-recruitment websites offer free services. Purpose: To describe the determinants of brand equity of e-recruitment websites and how they affect individuals’ intention to use such websites. Methodology: A quantitative research was chosen to collect the data using an online questionnaire to be able to describe the variables relationship in this research. Conclusion: The findings of this research suggests that brand equity as a whole increases individuals’ intention to use an e-recruitment website. The determinant of brand equity; brand awareness, perceived quality and brand loyalty gave a positive and significant relationship towards individuals’ intention to use. The findings involving the moderator were found to be significant when using brand equity as whole, while being rejected when involving the determinants of brand equity.
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Ginman, Carole. "Athlete Endorsements and Brand Image : A Study of Consumer Attitudes toward Nike in Light of the Brand’s Association with Tiger Woods." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126928.

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Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements.

In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments.

It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘Tigergate’.

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Pietrobon, Alberto, and Yu Dai. "Branding for Start-ups: A case Study of Spotify." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-98374.

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Purpose - The purpose of this research is to explore if there is a viable way for a newly brand to speed up the process of creating and acquiring the brand equity. Since branding is a very broad area, we narrow the research down to brand alliance for startups. With this research, we aim to deep into the subject to understand how this has been done and could be done.   Research Question - How can a start-up make brand associations with other well-known brands, in order to leverage their equity and acquire its own?   Methodology - Qualitative research method is applied through an interview to the case study company. This research is conducted in inductive reasoning which conforms to the qualitative paradigm. In addition, the research approach is an interpretive that has a view of subjectivism ontology. By looking into our case company, the description of each of the co-branding partnerships performed with its partners is examined. The information is gathered via an interview to the case company as well as secondary sources.   Findings - This research indicates that the case company has greatly benefited from the large number of co-branding partnerships with other well-known brands. It has benefited both in terms of gaining brand awareness and brand image, as well as accessing the customer base of its partners. It is an indication that a new start-up can speed up the process of branding and customers acquisition by engaging in co-branding partnerships.
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Lee, Jin-Soo. "The effect of conference brand knowledge on attendee behaviors." Diss., Manhattan, Kan. : Kansas State University, 2006. http://hdl.handle.net/2097/218.

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Books on the topic "Brand association"

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Minnick, Fred. The brand that changed beef: How Certified Angus Beef brand became a worldwide icon of quality : a company biography. Wooster, Ohio: Wooster Book Company, 2010.

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Minnick, Fred. The brand that changed beef: How Certified Angus Beef became a worldwide icon of quality : a company biography. Wooster, Ohio: Wooster Book Company, 2010.

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Clark, Mary Higgins, and Thomas Larry Adcock. The International Association of Crime Writers presents Bad behavior. San Diego: Harcourt Brace, 1995.

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Henderson, Geraldine R. Brand constructs: The complementarity of consumer associative networks and multidimensional scaling. Cambridge, Mass: Marketing Science Institute, 1998.

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Henderson, Geraldine R. Brand constructs: The complementarity of consumer associative networks and multidimensional scaling. Cambridge, Mass: Marketing Science Institute, 1998.

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1941-, Fry Stephen M., Music Library Association. Northern California Chapter., and Music Library Association. Southern California Chapter., eds. California's musical wealth: Sources for the study of music in California : papers presented at the joint conference of the Northern and Southern California Chapters of the Music Library Association, May 17-18, 1985, Glendale Public Library, Brand Art and Music Library. [California]: Southern California Chapter, Music Library Association, 1988.

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Haigh, David. Understanding the financial value of brands: A report prepared for and published in conjunction with the European Association of Advertising Agencies. [UK]: Brand Finance, 1999.

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Harley, Christopher G. "Enhancing memory of the brand and creating positive associations." To what extent does this quote apply in the case of FMCGs within the five to twelve year olds target audience?. Oxford: Oxford Brookes University, 2003.

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Polcino, Milies César, ed. Groups, algebras and applications: XVIII Latin American Algebra Colloquium, August 3-8, 2009, São Pedro, SP, Brazil. Providence, R.I: American Mathematical Society, 2011.

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Association, American Heart. American Heart Association Brand Name Cholestrol. Three Rivers Press, 1994.

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Book chapters on the topic "Brand association"

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Rizvi, Wajid Hussain, Amber Gul Rashid, and Huma Amir. "Brand Association and Emotional Confidence: Determinants of Brand Loyalty: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 11. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_6.

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Tsuji, Yosuke, and Carolin Schlueter. "Brand association with a participant sporting event." In Place Event Marketing in the Asia Pacific Region, 77–94. London: Routledge, 2021. http://dx.doi.org/10.4324/9780367823764-5.

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Loureiro, Sandra, and Silvina Santana. "Effect of Consumer Perceptions of Web Site Brand Personality and Web Site Brand Association on Web Site Brand Image." In Studies in Classification, Data Analysis, and Knowledge Organization, 743–50. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-10745-0_82.

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Barnes, Felicity, and David M. Higgins. "Brand image, cultural association and marketing: ‘New Zealand’ butter and lamb exports to Britain, c. 1920–1938." In The Brand and Its History, 278–305. London: Routledge, 2021. http://dx.doi.org/10.4324/9781003255970-12.

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Boisvert, Jean. "Towards Conceptualizing the Consumer Cognitive Process Underlying Brand Association Transfer." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 31. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-18687-0_12.

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Liao, Shu-Hsien, Yin-Ju Chen, and Pei-Hui Chu. "Rough-Set-Based Association Rules Applied to Brand Trust Evaluation Model." In Neural Information Processing. Theory and Algorithms, 634–41. Berlin, Heidelberg: Springer Berlin Heidelberg, 2010. http://dx.doi.org/10.1007/978-3-642-17537-4_77.

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Hosseini, Jamshid C., and Rajshekhar G. Javalgi. "Measuring Association Among Qualitative Variables for Brand Preference Testing: An Information Theoretic Approach." In Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference, 440–44. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17046-6_90.

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Bulut, Diren, Umman Tuğba Gursoy, and Kemal Kurtulus. "Multiple Buying Behavior as an Indicator of Brand Loyalty: An Association Rule Application." In Advances in Data Mining. Applications and Theoretical Aspects, 193–204. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-39736-3_15.

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Fischer, Matthias Sebastian, Daniel Holder, and Thomas Maier. "Analysis of Geometric Features of 3D Shapes on Perception of Product Appearance for Visual Brand Affiliation." In Proceedings of the 21st Congress of the International Ergonomics Association (IEA 2021), 31–38. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-74614-8_4.

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Hosseini, Robabeh Sadat, and Artinah Zainal. "The Effects of Indirect Experience of Hotel Customers on Brand Association and Loyalty in Iran." In Proceedings of the 1st AAGBS International Conference on Business Management 2014 (AiCoBM 2014), 417–26. Singapore: Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-287-426-9_36.

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Conference papers on the topic "Brand association"

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Doddy, Muhammad, Juhary Ali, Anton Hindardjo, and Cicih Ratnasih. "The Influence of Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty on Brand Equity of Zakat Institutions." In Proceedings of The International Conference on Environmental and Technology of Law, Business and Education on Post Covid 19, ICETLAWBE 2020, 26 September 2020, Bandar Lampung, Indonesia. EAI, 2020. http://dx.doi.org/10.4108/eai.26-9-2020.2302683.

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Wakita, Yuka, Kenta Oku, Hung-Hsuan Huang, and Kyoji Kawagoe. "A Fashion-Brand Recommender System Using Brand Association Rules and Features." In 2015 IIAI 4th International Congress on Advanced Applied Informatics (IIAI-AAI). IEEE, 2015. http://dx.doi.org/10.1109/iiai-aai.2015.230.

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Lamlo, Stella, and Frangky Selamat. "Brand Salience, Brand Association, Brand Quality, and Brand Value to Predict Brand Loyalty Among the Tourists of Mount Bromo, East Java, Indonesia." In Ninth International Conference on Entrepreneurship and Business Management (ICEBM 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210507.030.

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Chen, Yang, and Haoran Qin. "The Relationship Research Between Brand Association, Brand Awareness, Brand Satisfaction, and Brand Loyalty in Three Squirrels’ Virtual Image." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.524.

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Tao, Wang, and Ma Mingna. "Research on luxury brand implicit legitimacy through implicit association test." In 2010 2nd IEEE International Conference on Information and Financial Engineering (ICIFE). IEEE, 2010. http://dx.doi.org/10.1109/icife.2010.5609504.

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Filho, Amadeu Sa de_Campos, Fred Freitas, Alex Sandro Gomes, and Jairson Vitorino. "Brandmap: An Information Visualization Platform for Brand Association in Blogosphere." In 2012 16th International Conference on Information Visualisation (IV). IEEE, 2012. http://dx.doi.org/10.1109/iv.2012.60.

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Rijo, Cátia, Vera Barradas, and Mariana Dias. "Mapping of Graphic-Semantic Representations: Bisar an Emotional Brand." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1001379.

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Abstract:
This paper aims to demonstrate the effectiveness of the tool called the Graphic-semantic Expression Map in the creation of a new brand mark, with the intend of validating this new methodological approach. This tool was developed to assist the process of expressive code synthesis and boost the relationship between graphic expression and semantics in design practice. As a case study this tool was applied on the creation of the Bisar brand mark within the scope of the curriculum internship of the master’s degree in Digital Identity Design at Portalegre Polytechnic. Bisar – eco brand inspired by people -, consists of an identity focused on the reuse of industrial waste, specifically from the textile industries in Guimarães, through the donation of industrial waste by each company, allowing the creation of a brand focused on its values and objectives, emotional and social, through experiences, supporting sustainability and making a difference in the community. Bisar is a sub-brand of Guimarães municipality that emerged from a project called “From Granny to Trendy” by the “Vintage for a cause brand”, a sustainable brand that has won a series of awards and is supported by the Calouste Gulbenkian Foundation, which stands out for its concern at a sustainable, ecological, and environmental level and creativity. Through the application of the tool, it is intended to assess the brand's values, relating them to semantic and graphic values, aiding methodologies and instruments promoting the association between semantics and visual thinking. Visual thinking is an essential tool because it helps to clarify ideas, defines concepts, interpret the problem, and give a systemic view. In this context, concept maps are a widely used tool in design teaching to help students visualize and communicate concepts, using semantic panels, associations are made at the semantic level, which allows working the relationship between the semantic attributes and the previous experience of the receiver. The intrinsic relationship between the brand mark and what it represents can be described as a semantic differential, and, according to Formiés and Vázquez (2016), the semantic differential technique allows us to evaluate opposing adjectives, noting whether there is any relationship between elements such as the color, the set, the visual pattern and the semantic attributes that the brand intends to convey, which can also be used to determine the recognition of the graphic brand. The implementation of the new visual synthesis tool – designated Graphic-semantic Expressions Map in concrete contexts of learning in the scope of Design Education constitutes the undertaking that succeeds its conception and aims to create conditions for its scientific validation. In the end, an attempt is made to evaluate if the association of semantic elements with several communication elements promotes the convergence between the project goals and the synthesis expressive codes, while the interpretation and creation of a brand mark project.
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MacAllister, Lorissa. "Increasing Brand Value by Elevating the Human Experience: Qualitative Considerations." In 2022 Environmental Design Research Association Annual Conference. Washington, DC, USA: Environmental Design Research Association, 2022. http://dx.doi.org/10.52202/067871-0007.

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Guo, Hongxia, Bin Pan, and Yong Liu. "Evaluation of Mobile Corporation Brand Business Performance based on Association Rules." In 2017 7th International Conference on Education and Management (ICEM 2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icem-17.2018.14.

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"Measuring the Brand Image Association with Personal and Social Factors for Private Universities." In International Conference on Accounting, Business, Economics and Politics. Ishik University, 2018. http://dx.doi.org/10.23918/icabep2018p17.

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