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1 juin 2016
- handle: 10670/1.91qbh1
- hal: hal-02312233
Mots-clés
Brand associations Brand strength Multiple regression analysis Fuzzy-set qualitative comparative analysis Brand managementSujets proches
Linear regression Regression modeling Analysis, Regression Management, Product Brand management Methods of analysis Analysis and chemistry Analytical methods Chemical analysis Analysis methods Analysis and examination Influence and resultsCiter ce document
Reinhard Grohs et al., « One pie, many recipes : Alternative paths to high brand strength », HAL-SHS : économie et finance, ID : 10670/1.91qbh1
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Résumé
Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.