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The explosive development of social media has given great opportunities to academic and industry research on consumer brand knowledge. Particularly, the brand associative network has been most frequently used to describe consumer brand knowledge structure. However, few researchers have examined the embedded connotation of the brand knowledge structural measurement in regard to sustainable brand performance and adjusted their brand strategies accordingly. Combining psychological cognitive theory and the network analytic method, this paper aims to extend this area by investigating the relationship between brand structural position in consumers’ associative knowledge network and sustainable brand awareness. Using a monthly dataset of around 130 million user posts, we find that compared to a prior determined brand strategy, brand network centrality in consumer’s brand associative knowledge network shows a much more significant positive effect on sustainable brand awareness. Importantly, we further examined the symmetric matching of brand positioning strategy and consumer’s brand knowledge structure for sustainable brand awareness. We find that sustainable brand awareness will be promoted by a symmetric matching brand positioning strategy with its position in the associative knowledge work. Our study facilitates an understanding of brands based on consumer perceptions for managers and enables businesses to adjust their relevant strategies for the achievement of sustainable brand performance.

A knowledge of melting layer (ML) is crucial for studying precipitation and hydrometeor. Based on the measurements of dual‐frequency ratio (DFRm) from the dual‐frequency precipitation radar on board the Global Precipitation Measurement satellite, we use the covariance wavelet transform (CWT) method to identify the ML top height (MLTH) through the DFRm profiles. Due to the influence of disturbance, the directly retrieved MLTH could be estimated mistakenly. To improve the reliability of the retrieved MLTH, a quality‐control algorithm based on the CWT method is developed. By comparing the MLTH with the corresponding 0°C isothermal heights, the retrieved MLTH are more reliable than the dual‐frequency precipitation radar (DPR) product, showing great potential in deploying the Global Precipitation Measurement DPR and the CWT method in the identification of the MLTH.

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