Relevant bibliographies by topics / Brand associations

Contents

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

Academic literature on the topic 'Brand associations'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 April 2022

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Journal articles on the topic "Brand associations"

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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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Kunkel, Thilo, Daniel Funk, and Ceridwyn King. "Developing a Conceptual Understanding of Consumer-based League Brand Associations." Journal of Sport Management 28, no. 1 (January 2014): 49–67. http://dx.doi.org/10.1123/jsm.2011-0153.

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Existing research has primarily focused on sport teams as brands, overlooking the branding of professional sport leagues. Professional sport leagues are required to build and leverage their brand associations to be sustainable and to help affiliated teams. This study integrated existing team brand association research with brand architecture literature to examine league brand associations from a consumer perspective. A freethought listing pilot test (N= 22) was followed by semistructured interviews (N= 26) to uncover 17 brand associations linked with professional sport leagues. Online questionnaires among consumers of four sport leagues in Australia (N= 1182) were used to support 17 distinct identified league brand associations. One samplettests and correlation analyses empirically revealed that 17 league brand associations were linked with attitudinal and behavioral outcomes related to sport leagues. Finally, ANOVAs identified that some league brand associations differed between four leagues as perceived by consumers, reflecting league specific characteristics.
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Ilicic, Jasmina, and Cynthia M. Webster. "Consumer values of corporate and celebrity brand associations." Qualitative Market Research: An International Journal 18, no. 2 (April 13, 2015): 164–87. http://dx.doi.org/10.1108/qmr-06-2013-0037.

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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
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Dzyabura, Daria, and Renana Peres. "Visual Elicitation of Brand Perception." Journal of Marketing 85, no. 4 (May 20, 2021): 44–66. http://dx.doi.org/10.1177/0022242921996661.

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Understanding consumers’ associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents’ relationships with a brand. The proposed brand visual elicitation platform allows firms to collect online brand collages created by respondents and analyze them quantitatively to elicit brand associations. The authors use the platform to collect 4,743 collages from 1,851 respondents for 303 large U.S. brands. Using unsupervised machine-learning and image-processing approaches, they analyze the collages and obtain a detailed set of associations for each brand, including objects (e.g., animals, food, people), constructs (e.g., abstract art, horror, delicious, famous, fantasy), occupations (e.g., musician, bodybuilder, baker), nature (e.g., beach, misty, snowscape, wildlife), and institutions (e.g., corporate, army, school). The authors demonstrate the following applications for brand management: obtaining prototypical brand visuals, relating associations to brand personality and equity, identifying favorable associations per category, exploring brand uniqueness through differentiating associations, and identifying commonalities between brands across categories for potential collaborations.
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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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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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Crawford Camiciottoli, Belinda, Silvia Ranfagni, and Simone Guercini. "Exploring brand associations: an innovative methodological approach." European Journal of Marketing 48, no. 5/6 (May 6, 2014): 1092–112. http://dx.doi.org/10.1108/ejm-12-2011-0770.

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Purpose – The purpose of this exploratory study is to propose a new methodological approach to investigate brand associations. More specifically, the study aims to show how brand associations can be identified and analysed in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied to determine types and perceptions of brand associations among fashion bloggers with reference to three leading Italian fashion houses. These were then compared to brand associations found in company-generated texts to measure the degree of matching. Findings – The results showed consistent brand associations across the three brands, as well as substantial matching with company-defined brand associations. In addition, the analysis revealed the presence of distinctive brand association themes that shed further light on how brand attributes were perceived by blog participants. Practical implications – The methods described can be used by managers to identify and reinforce favourable brand associations among consumers. This knowledge can then be applied towards developing and implementing effective brand strategies. Originality/value – The authors propose an interdisciplinary approach to investigate brand associations in online communities. It incorporates text mining and computer-assisted textual analysis as techniques borrowed from the field of linguistics which have thus far seen little application in marketing studies, but can nonetheless provide important insights for strategic brand management.
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Brexendorf, Tim Oliver, and Kevin Lane Keller. "Leveraging the corporate brand." European Journal of Marketing 51, no. 9/10 (September 12, 2017): 1530–51. http://dx.doi.org/10.1108/ejm-07-2017-0445.

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Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand associations and their transfer within the firm’s brand and product portfolio. In particular, this paper also examines the concept of corporate brand innovativeness and the influence of brand architecture as supportive and restrictive boundary conditions for its transfer. Design/methodology/approach This conceptual paper explains the nature, benefits and challenges of corporate brand innovativeness within the context of a firm’s brand architecture. On the basis of a literature review, the authors provide an overview of the domain and derive avenues for future research. Findings Research and practice have not fully realised the importance of corporate brand images for supporting a firms’ product portfolio. In particular, (corporate) marketing managers need to consider the potential value of favourable perceptions of corporate brand innovativeness across products and the moderating role of brand architecture. Research limitations/implications More empirical research is needed to understand the reciprocal relationship and transfer between corporate and product brand associations and equity. Practical implications A corporate marketing perspective allows firms to use corporate brand associations to support products and services for that brand. This paper discusses perceived corporate brand innovativeness as one particularly important corporate brand association. Originality/value The authors discuss the use of corporate brand associations under the consideration of brand architectures and boundaries and draw on several research streams in the brand management literature. Much of the branding and innovation literature centres on the product level; research on corporate brand innovativeness has been relatively neglected.
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Brochado, Ana, Rui Vinhas da Silva, and Peter LaPlaca. "Assessing brand personality associations of top-of-mind wine brands." International Journal of Wine Business Research 27, no. 2 (June 15, 2015): 125–42. http://dx.doi.org/10.1108/ijwbr-05-2014-0025.

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Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.
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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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Dissertations / Theses on the topic "Brand associations"

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Sjöstedt, Anna, and Jeanette Bohman. "You are who you wear? : En kvantitativ studie om varumärkesidentitet och varumärkesimage." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29520.

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The purpose of the study was to find out how well companies succeed in trying to convey the identity of their trademarks to the consumers. The study was quantitative with a survey design. A sample of 109 respondents participated. Brand identity and brand image was the focus of the study and was measured in three companies; Odd Molly, Filippa K and Björn Borg. These three were selected partly because of their different profiles. One survey was sent to the companies and one survey was distributed to the consumers. The majority of the questions in the surveys were based on a model designed to measure brand identity and brand image and gap in between them. The study presents three central theories; Profile, Image and Identity, Brand Equity and The Corporate Personality Scale. The first two gives a background to the concept of the words. The Corporate Personality Scale was created and designed to assess image and identity and the gaps in between them. The results showed that there were gaps in between the brand identity and the brand image in all three of the selected companies. However there were also signs of coherence between them. The companies succeeded in some part, in their trying to convey the identity of their trademarks to the consumers. There were both clear gaps and clear coherence between Brand Identity and Brand Image. In some cases the image was graded higher than the identity and vice versa.
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Kefallonitis, E. G. "Brand associations as a design driver." Thesis, Cranfield University, 2004. http://dspace.lib.cranfield.ac.uk/handle/1826/3754.

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This thesis presents an exploratory study over the constructive parameters of an 'emerging' brand through consumer associations. Streams of research for brand study, academic and business practice, were brought together to provide a robust basis. A number of challenges apparent in the communication processes between brand, offering (product or service) and the consumer were recognised. The aim of this research was to investigate the possibility of extending and adapting existing techniques in brand management and consumer perception to provide a theoretical framework supporting consumer associations as a design driver for the development of an'emerging' brand's experience. A sustainable holistic brand experience requires including the voice of the consumer. This has not been deployed accurately previously although there is a shift to this direction by organisations. As consumers do not always say what they actually mean, the use of visual and verbal means for understanding their associative parameters is desirable. The method of picture-aided recognition, with passenger interviews in Greece and U. K. was used. Equally important is the implementation of these findings and preferred characteristics to company communications and the offering provided through a selective semiotic analysis and use of the variables in the design process. A case study methodology, incorporating interviews, observational methods along with enabling and projective techniques were used to triangulate findings and provide an in- depth understanding. This research provides a framework linking the offering, the brand and the consumer along with presenting practical applications. This is a support system on how an organisation could organise the basis of constructing an 'emerging' brand from its 'driver' brand to initiate its sustainable value. Such a system is targeted to the brand management departments of organisations and the design departments or external agencies responsible for the visual manifestation of the brand's appearance to the outside world.
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Lund, Kaisa. "Transfer of brand associations over time : the brand extension of Nivea." Doctoral thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19892.

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Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferred. In the present research, I argue for expanding the view on brand extension to include market communication of product introductions. Explanations are provided on how brand associations are transferred in multiple brand extension from an advertising perspective. The empirical data are based on a case study of the personal and skin care brand Nivea and include an advertising analysis that spans a time period of 72 years, interviews with executives, and a document analysis. The interpretation of the case is guided by a review of the literature on brand extension, brand associations, and brand personality. Insights into how brand associations are transferred in multiple brand extension are advanced in the conclusion, emphasising that brand associations are transferred not only from parent brand to extended product but also from one extension to another. The results also show that the brand associations change due to contextual changes as a consequence of the transfer to a new product. The context refers to the intended user or usage situation. Furthermore, the study suggests that corporate associations reinforce brand associations of extended products. Finally, I propose that future research should include the organisation as part of the brand extension process. The study is intended to contribute to an increased understanding of brand extension, facilitating the creation of new hypotheses, research designs, and methods in the research area.
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Henriksson, Linnea, and Eijk Sabina van. "Managing brand associations : The key to strong and successful brand equity." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16944.

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Denna uppsats behandlar varumärkesassociationer samt dess påverkan på varumärkeskapital. Uppsatsen är genomförd som en fallstudie och undersöker hur det svenska telekommunikationsföretaget Tre tolkar konsumenters associationer till varumärket Tre. Detta jämförs sedan med de varumärkesassociationer som föreligger kring Tres varumärke på marknaden. Varumärkesassociationer formas primärt hos konsumenter och är således inte enbart en process som företag styr. Detta innebär dock inte att associationerna är opåverkbara från företagets sida. En central faktor som påverkar skapandet av varumärkesassociationer har i denna uppsats påvisats vara konsumenters kontakt med företaget, där framförallt den första kontakten tenderar att forma associationerna. Konsumenter behöver inte ha en personlig relation till varumärket för att forma sina associationer då word-of-mouth har visat sig ha en stor påverkan på skapandet och spridandet av varumärkesassociationer. Företags varumärkeskapital gynnas av många samt positivt betingade varumärkesassociationer. För det i uppsatsen studerade företaget tenderar dock en majoritet av de kartlagda associationerna att vara negativa, vilket i sin tur har tenderat att skada det totala varumärkeskapitalet. En annan intressant aspekt av detta är att många bärare av dessa negativa associationer inte själva har en personlig erfarenhet av företaget. Detta understryker kraften av word-of-mouth samtidigt som det betonar vikten av att som företag ha en välarbetad kundstrategi då den har en direkt påverkan på företagets varumärkeskapital. I många framträdande teorier beskrivs det att förmedling av varumärkesassociationer gynnas av att framhäva emotionella faktorer, då dessa sägs ha en djupare påverkan på människors värderingar än vad funktionella faktorer har. Vad uppsatsens empiri dock har kunnat påvisa är att detta är svårt i en teknikorienterad bransch då konsumenter värderar funktionella faktorer högre än emotionella. De funktionella faktorerna tenderar även att ha en stor betydelse för varumärkesassociationer. Uppsatsen presenterar avslutningsvis en nyskapad figur vilken sammanfattar strategiskt betydelsefulla områden som Tre fördelaktigt kan använda sig av för att skapa ett starkt varumärkeskapital.
In this paper brand associations are examined, along with its impact on brand equity. The thesis is completed as a case study and examines what the Swedish telecommunication company Tre believes are the markets associations of their brand.  This is later compared with the consumers actual associations with the brand Tre. Brand associations are primarily formed by consumers and are thus not only a process of corporate governance. This does not mean that the associations are impossible to influence by the company. The result of this study has shown that a key factor influencing the creation of brand associations is consumers’ contact with the company, where especially the first contact tends to form associations. Consumers do not need to have a personal relationship with the brand to form their associations as word-of-mouth has been shown to have a major impact on the creation and distribution of brand associations. Brand equity grows stronger by many and positively charged brand associations. However, for the company Tre, the majority of the identified associations are seen as negative, which in turn tend to harm the overall brand equity. Another interesting aspect of this is that many carriers of these negative associations do not have a personal experience with the company. This underlines the power of word-of-mouth, while emphasizing the importance to have a well-made customer strategy as it has a direct impact on the company's brand equity. Mediation of brand associations is in many prominent theories described favored by highlighting emotional factors as they are said to have a deeper impact on human values ​​than functional factors. This has, by this study´s empirical thesis, shown to be difficult in a technology-oriented industry where consumers value the functional factors higher than the emotional factors. The functional factors also tend to have a important influence on brand associations. The conclusion of this paper presents a new figure that summarizes strategically important areas for the company Tre to create stronger brand equity.
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Nilsson, Karolina, Herman Kempe, and Hugo Nyberg. "Brand Image and Social Media - an ever trending story? : A Qualitative study on Social Media and Brand Image of a Brand of Low Involvement Products." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65505.

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A firm’s brand image has to stand the test of time and be durable through different trends and changes, which emphasize the importance of following developments in the marketplace such as the emerging relevance of firm generated content on social media. With attitudes towards a product being lower in relation to the involvement regarding a product, the importance of establishing brand image for low-involvement product brands increases. With this in mind the purpose of this thesis was to explore how consumers’ brand image of low involvement products was affected by firm generated content on social media. This research provides insights on how brand image of a brand of a low involvement products is affected by firm generated content on social media. The study is based on existing research within brand image and was conducted through the use of a qualitative research approach using in-depth interviews as data collection method. The findings of this thesis suggest that consumers brand image is influenced by symbolic benefits where the benefits around the product are emphasized. A pattern could be seen where consumers emphasized symbolic benefits communicated through firm generated content on social media in a higher regard when the perceived functional benefits between brands were similar. This suggests that firm generated content of brands of low involvement products communicated on social media often seem to influence consumers perception of symbolic benefits in regards to favorability, strength and uniqueness of associations which in turn influence brand image.
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Njite, David. "Examining brand associations that influence consumers' restaurant preferences." Columbus, Ohio : Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1133251880.

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Busch, Friederike, and Rego Diego Planas. "Qualitative Brand Image Analysis for a Global Brand : An Intercultural Perception of the Brand Image through Brand Personality." Thesis, Mälardalen University, School of Sustainable Development of Society and Technology, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-9781.

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The cultural differences in the consumers' perspectives are an important factor that affects the image of brands around the world. A brand's image may be affected even though the company gives the same message across different cultures. In order to analyze these effects, the authors have conducted a qualitative study, chosen the chocolate brand Kinder and studying how Kinder's brand image perception varies in four different cultures by conducting 16 in-depth interviews. The data was afterwards categorized, analyzed and compared to each other in order to find differences and similarities of the brand image in the interviewee's perspectives. This work’s focus is on the problem how the cultural differences can affect the perspective of individuals brand image even though this one can try to have a global standardized image.

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Andersson, Henrik, and Frida Robertson. "Acne Jeans and Brand Associations : -A Study of the Coherency Between the Brand Identity and the Brand Image." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-9477.

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In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.

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Mumcu, Ceyda. "Investigation Of Consumer-based Brand Associations Of Turkish Soccer Teams." Master's thesis, METU, 2008. http://etd.lib.metu.edu.tr/upload/2/12610242/index.pdf.

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Today, sport managers view their teams, leagues and properties as brands to be managed. Researchers revealed that positive brand image generates additional revenue, increased merchandise sales, national media exposure, corporate supports, and increased ticket sales (Gladden et al., 1998). Consequently, understanding consumers perspective and how to enhance stronger brand equity are important for Turkish soccer clubs. From this point
the purpose of this study was to examine consumers&rsquo
perception on brand associations and affects of some factors on brand equity of soccer teams. In order to measure the consumer-based brand associations of Turkish soccer teams, the Turkish version of Team Association Scale was distributed to 156 undergraduate university students at Middle East Technical University and Gazi University.Results of this study indicated that tradition, product, affect and coach and nostalgia were perceived as the most important factors associated to the brand image of soccer teams. The findings of this study also revealed that, while males, heavy users and merchandise buyers associate tradition, product features, affect and coach and nostalgia with their team&rsquo
s brand, females, light users and fans who have not bought merchandise give more importance to star players in regards their contribution to brand image of soccer teams. Therefore, Turkish soccer teams should use marketing strategies to emphasize brand associations to create and enhance stronger brand equity and to gain additional revenues.
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Mihalache, Silviana, and Polona Vukman. "Composition with Country and Corporate Brands. Capitalising on the Country Brand Values." Thesis, Linköping University, Department of Management and Economics, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-2744.

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Background: The concept of countries as brands has been increasingly accredited once the postmodern global world became an every day experience. A strong country brand can provide corporate brands with a unique set of values, which supports their positioning on the international market. Simultaneously, once corporate brands achieve worldwide success, they contribute actively to developing new features of the country brand.

Purpose: The aim of the paper is to design a model with regard to the value- transfer from country brands to corporate brands. The model is evaluated in accordance with the relationship between Sweden and Scania, respectively Oriflame, chosen as frames of research. The researchers assess whether the process occurrence is conscious or not, be it from inside (on the corporate level) or outside (from the audiences’ perspective), as well as its consistency (the values involved in the transfer).

Results: According to the research results, Scania displays a spontaneous value- transfer with Sweden the brand, whereasOriflame actively capitalises on the national set of common values. Either unconsciously present at the corporate level of Scania, or consciously exploited by Oriflame, these Swedish values repeat for both studied companies.

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Books on the topic "Brand associations"

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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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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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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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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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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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Broniarczyk, Susan M. Role of brand-specific associations in brand extension. 1992.

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1997/98 Food and Beverage Market Place: Companies, Brand Name Products, Key Executives, Mail Order Food Catalogs, Associations & Publications. 2nd ed. Grey House Pub, 1997.

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

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Association, American Heart. American Heart Association Brand Name Fat and Cholesterol. Three Rivers Press, 1994.

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Book chapters on the topic "Brand associations"

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Kefallonitis, Efstathios G. "Country-of-Origin and Airline Brand Effects: A Study of Brand Associations." In Strategic Innovative Marketing, 747–52. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_92.

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Jeon, Jung Ok, and Sunmee Baeck. "The Effect of Brand Crisis on Consumer’s Response: The Moderating Roles of Brand Associations and Brand-Customer Relationship Strength." In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 809–10. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_236.

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Demirel, Abdullah. "The Use of Brand Concept Maps and Network Analysis Tools to Examine Brand Associations Networks: An Abstract." In Back to the Future: Using Marketing Basics to Provide Customer Value, 811–12. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-66023-3_252.

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Chien, P. Monica, T. Bettina Cornwell, and Ravi Pappu. "The Effects of Sponsorship Portfolio on Consumer Associations of the Sponsor Brand." In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, 22. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10963-3_8.

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Abid, Tarek, Marie-Aude Abid-Dupont, and Jean-Louis Moulins. "Enhancing Brand Commitment through Social Responsibility Associations: A Two-Path Moderated Model." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 257–67. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_64.

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Koll, Oliver, and Maria Kreuzer. "Do Method and Lack of Context Explain Low Stability of Brand Associations? No!" In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 337–39. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_115.

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Maity, Devdeep. "A Two-Step Recommendation to Improve Stability in Free Choice Brand-Attribute Associations." In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 359. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_126.

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Boisvert, Jean. "The Effect of Vertical Line Extensions on Reciprocal Brand Associations Structure: An Accessibility-Diagnosticity Perspective." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 591–94. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_215.

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Iordanova, Elitza. "Nazi past and destination image: the case of Linz, Austria." In Tourism marketing in Western Europe, 169–90. Wallingford: CABI, 2021. http://dx.doi.org/10.1079/9781789248753.0009.

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Abstract Positioning or repositioning a destination on the already overcrowded market is a challenging task in normal circumstances but paired with difficult heritage it could be a major obstacle for any DMO. The current study tentatively suggests that nationality influences the richness and intensity of respondents' associations with Linz where the internationals were more likely to have a higher number of spontaneous associations (keywords) than Austrians, which is in contrast with that of Reilly (1990) reporting that respondents living far away from a destination were found to lack a vivid image of it. Moreover, the Nazi past appears to be still deeply rooted in Linz's brand despite the DMO's continuous attempts to reposition the destination's image by consciously or subconsciously trying to refute its difficult heritage and focusing its marketing efforts on promoting Linz's vivid cultural life.
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Limbach, Matthias, Steffen Schmidt, Philipp Reiter, and Sascha Langner. "The Effectiveness of Sponsor-Linked Marketing within a Rivalry Context: The Effect of Team Sponsorship on Implicit and Explicit Brand Associations: An Abstract." In Marketing Opportunities and Challenges in a Changing Global Marketplace, 407–8. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-39165-2_162.

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Conference papers on the topic "Brand associations"

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Kim, Gunhee, and Eric P. Xing. "Visualizing brand associations from web community photos." In WSDM 2014: Seventh ACM International Conference on Web Search and Data Mining. New York, NY, USA: ACM, 2014. http://dx.doi.org/10.1145/2556195.2556212.

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Matlovicova, Kvetoslava. "CITY BRAND-IMAGE ASSOCIATIONS DETECTION. CASE STUDY OF PRAGUE." In SGEM 2014 Scientific SubConference on PSYCHOLOGY AND PSYCHIATRY, SOCIOLOGY AND HEALTHCARE, EDUCATION. Stef92 Technology, 2014. http://dx.doi.org/10.5593/sgemsocial2014/b12/s2.019.

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Roskosa, Antra, and Yulia Stukalina. "Exploring Brand Personality in Higher Education." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.019.

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The increasing role of branding in the higher education sector is closely associated with the enhanced marketing orientation of a modern university. This, in turn, is determined by intensified competition between higher education institutions for students, staff, sponsors and research funding. A strong university’s brand related to excellent academic reputation can become a means for gaining competitive advantage in the global education marketplace. Brand is regarded as a complex concept comprising different constituents, brand image being an essential branding facet. Brand image is linked to customers’ perceptions of a brand that are echoed by a set of brand associations – usage situations, product attributes and brand personality. The aim of the paper is to explore brand personality in higher education based on the data collected in two tertiary education institutions – RTU (Riga Technical University) and TSI (Transport and Telecommunication Institute). The study makes use of the conceptual customer-based brand equity model (CBBE) created by K.L. Keller, which assumes that brand equity is closely related to strong positive and exclusive brand associations that can be expressed as brand benefits, attitudes and attributes, brand personality attributes being an essential aspect of brand equity. For exploring brand personality, the paper also applies the brand personality framework, including brand personality dimensions and associated attributes, developed by J.L. Aaker. The paper reports the results of a survey used to collect information about RTU and TSI students’ perceptions of different brand personality attributes. The results of the empirical study demonstrate that every university is recommended to be tolerant, open-minded and respected. The base of it lies on the same ground – the respect towards the personality. Moreover, every university is also recommended to become a “modern brand”, innovation, creativity and thinking “out of the box” being essential characteristics of the brand. The results of the study would contribute to overall understanding of brand personality in higher education, and how it may influence preference for a brand in educational settings.
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Urbane, Biruta, Irina Plotka, Nina Blumenau, and Dmitry Igonin. "Measuring the Affective and Cognitive Bases of Implicit and Explicit Attitudes Towards Domestic and Foreign Food Brands." In 14th International Scientific Conference "Rural Environment. Education. Personality. (REEP)". Latvia University of Life Sciences and Technologies. Faculty of Engineering. Institute of Education and Home Economics, 2021. http://dx.doi.org/10.22616/reep.2021.14.024.

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The problem of accounting automatic affective and cognitive processes as bases for implicit attitudes towards brands, as well as methods for measuring them, is poorly developed. An analysis of previous research shows that the study of attitudes towards brands in terms of their affective and cognitive components is mainly carried out using self-assessment procedures. The aim of this research is to measure the affective and cognitive bases of implicit and explicit attitudes towards brands of domestic and foreign foods. Participants N = 131, aged 17-57 (Mdn = 31). Measures: specifically designed methodically balanced procedures for measuring implicit and explicit attitudes towards food brands: affective and cognitive implicit associative tests (IAT), Self-Concept IAT; emotional and cognitive explicit procedures and demographic questionnaires. The consistency of the results of implicit and explicit measurements is shown. The results of the measurements of implicit attitudes using three IAT procedures are related too. Using factor analysis, the independence of the constructs of explicit and implicit attitudes towards brands was confirmed, which is interpreted in terms of the theory of double attitudes. The greatest contribution to the implicit attitude, measured by the Self-concept IAT, is made by the cognitive component of attitude, which represents the implicit brand associations of domestic or foreign foods with attributes that characterize the price and quality of the foods. All implicit assessments obtained separately using the affective and cognitive procedures of the IAT, as well as the Self-concept IAT, testified in favour of the preference for foods of domestic brands. However, explicit assessments of the frequency of consumption of the brands under consideration did not reveal preferences for any of them. This discrepancy is seen not only as evidence of a possible ambivalent interaction between affective and cognitive associations, but also as an indication of the importance of future measurements of implicit assessments of instrumental associations that are the result of instrumental learning from consumers. This has the potential to improve the predictive validity of implicit measurements of brand attitudes and to better understand the structure of implicit consumer attitudes and the mechanisms of their influence on behaviour.
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Kim, Gunhee, and Eric P. Xing. "Discovering Pictorial Brand Associations from Large-Scale Online Image Data." In 2013 IEEE International Conference on Computer Vision Workshops (ICCVW). IEEE, 2013. http://dx.doi.org/10.1109/iccvw.2013.60.

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Angelova, Gergana. "THEMATIC ANALYSIS AND EVALUATION OF HOTEL BRAND EFFECTIVENESS." In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.275.

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Brand effectiveness plays an important role in the business bottom line. It depends on customer desire, purchase decision, satisfaction and loyalty. Brand exists in customers' mind, it brings forth distinct associations and is predominantly perceived as something intangible and hard to describe and evaluate. This paper has the objective to analyze and evaluate the hotel brand effectiveness through a proper set of factors (indicators). The research methodology entails a thematic analysis of tourists' reviews made on the TripAdvisor website, where data has been derived from.
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Orbay, Gunay, Luoting Fu, and Levent Burak Kara. "Shape Spirit: Deciphering Form Characteristics and Emotional Associations Through Geometric Abstraction." In ASME 2013 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. American Society of Mechanical Engineers, 2013. http://dx.doi.org/10.1115/detc2013-13274.

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Understanding and tailoring the visual elements of a developing product to evoke a desired emotional response and aesthetic perception is a key challenge in industrial design. To date, computational approaches to assist this process have either relied on stiff geometric representations, or focused on superficial features that exclude often elusive shape characteristics. In this work, we aim to study the relationship between product form and consumer emotions through a visual deconstruction and abstraction of existing final products. In particular, we attempt to answer three questions: (1) Do observers’ aesthetic judgments rely on the product as a whole, including fine geometric details, superficial surface features, and brand-revealing icons, or are large, prominent shape characteristics sufficient to make this determination? (2) Is it possible to isolate shape features that give rise to specific emotional responses? (3) Is there a relationship between consumers’ ability to recognize a brand and the emotional attributes they associate with that brand. At the heart of our investigation is a shape analysis method that produces a spectrum of abstractions for a given 3D computer model. This produces a hierarchical simplification of an end product, whereby consumer response to geometric elements can be statistically studied across different products, as well as across the different abstractions of one particular product. The results of our study show that emotional responses evoked by coarse product “impressions” are strongly correlated with those evoked by final production models. This, in turn, highlights the importance of early aesthetic assessment and exploration before committing to detail design efforts.
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Grigaliūnaitė, Viktorija, and Lina Pilelienė. "How do brand associations affect purchase intentions? A case of organic products." In Research for Rural Development, 2017. Latvia University of Agriculture, 2017. http://dx.doi.org/10.22616/rrd.23.2017.070.

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Chen, Xi, and Fangping Cao. "Green Production Associations Study between Brand Trust, Satisfactory Degree and Re-purchase Intention." In 2017 7th International Conference on Social science and Education Research (SSER2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/sser-17.2018.1.

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Aleksandrova, Marianna. "RESEARCH ON THE BRAND ASSOCIATION OF VARNA MUNICIPALITY AS A TOURIST DESTINATION FROM THE POSITION OF THE FOREIGN TOURISTS." In TOURISM AND CONNECTIVITY 2020. University publishing house "Science and Economics", University of Economics - Varna, 2020. http://dx.doi.org/10.36997/tc2020.451.

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Associations are a key asset, creating customer-based equity of tourist destination brands. The present study aims at researching real visitors' perception for the image of Varna. The object of the study is those visitors' associations concerning Varna, after having gained tourist experience with the destination. For the purpose of the hereby study the following methods have been used: research, literature review, content analysis.
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