Brand Concept Maps: A Methodology for Identifying Brand Association Networks

John, Deborah Roedder; Loken, Barbara; Kim, Kyeongheui; Monga, Alokparna Basu

doi:10.1509/jmkr.43.4.549

Cited by 313 publications

(276 citation statements)

References 11 publications

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“…It is from these earlier works that French and Smith (2010) developed their ideas for measuring political brand equity. French and Smith (2010) developed a methodology based upon the research of John et al (2006) who recognised the usefulness of using cognitive maps for generating data for understanding the shape, nature and depth of cognitive structures.…”

Section: Methodology For Creating Brand Concept Maps Of Political Parmentioning

confidence: 99%

“…The second stage of French and Smith's (2010) method for measuring political brand equity involved constructing individual brand concepts maps, that offer a means of visualising associations (John et al, 2006). The data collection device is a blank sheet of paper, upon which each participant constructs their own brand concept map (Appendix C).…”

Section: Methodology For Creating Brand Concept Maps Of Political Parmentioning

confidence: 99%

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Measuring Political Brand Equity in Ireland

McDonald

Sherlock

Hogan

2014

Irish Political Studies

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This article will apply cognitive mapping techniques to understand the manner in which political brand equity is formed, and how it differs, across the four largest Irish political parties, from the perspective of citizens. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures. Primary data were generated in spring 2012 through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in creating cognitive maps of brand equity. From the mapping process, we see that Irish political party brands are plagued by a number of negative associations. Fianna Fáil's brand is overshadowed by past mistakes and former leaders with bad reputations; while the Fine Gael brand is wracked by low levels of engagement. This article constitutes the first attempt to measure the political brand equity of Irish political parties.

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Section: Methodology For Creating Brand Concept Maps Of Political Parmentioning

confidence: 99%

Section: Methodology For Creating Brand Concept Maps Of Political Parmentioning

confidence: 99%

Measuring Political Brand Equity in Ireland

McDonald

Sherlock

Hogan

2014

Irish Political Studies

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“…Because of the implicit and metaphorical characteristics of brand association, it is difficult to explore the brand image and the mechanism of the view forming. In the research of requiring consumer brand association and brand attitude, the typical methods are ZEMT [5] , NA [6] and BCM [7] . BCM (Brand Concept Map) technology is more advantageous than the other two methods in the feasibility and the reliability , which can show a picture of consumers how to consider the brand as shown in finger1.…”

Section: The Analysis Of the Bcm Technologymentioning

confidence: 99%

Empirical Study on Chinese Brand Concept in the Mind of the Foreigner Based on BCM Technology

Jing¹,

Hai²,

Huang³

2017

Proceedings of the 2017 3rd International Conference on Humanities and Social Science Research (ICHSSR 2017)

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Abstract. Nowadays brand internationalization becomes an important topic discussed by manager and scholar. In the business environment of product homogeneity, it becomes more and more important to consider brand strategy in the perspective of the consumer. This paper introduces the BCM(Brand Concept Map) technology ,and then takes Africa market as an empirical example to draw a brand picture in the mind of foreigner consumer, finally give the suggestion to Chinese brand internationalization.

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“…Concepts or nodes are usually enclosed in circles or boxes of some type, relationships or links are indicated by a connecting line and a possible linking word between two concepts. It has been widely used in psychology, education, and more recently introduced in marketing [1], knowledge management and intelligence [2], as a means to understand individual mental representation of concept associations, and further, to understand how cognitive representations influence people's subsequent behaviors and attitudes. Until the recent proposal of [3], concept maps have been analysed heuristically or algorithmically by extracting and then using for analysis a set of summary statistics.…”

Section: Introductionmentioning

confidence: 99%

Construct Validation by Hierarchical Bayesian Concept Maps: An Application to the Transaction Cost Economics Theory of the Firm

Trevisani¹

2017

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A concept map is a diagram depicting relationships among concepts which is used as a knowledge representation tool in many knowledge domains. In this paper, we build on the modeling framework of Hui et al. (2008) in order to develop a concept map suitable for testing the empirical evidence of theories. We identify a theory by a set of core tenets each asserting that one set of independent variables affects one dependent variable, moreover every variable can have several operational definitions. Data consist of a selected sample of scientific articles from the empirical literature on the theory under investigation. Our "tenet map" features a number of complexities more than the original version. First the links are two-layer: first-layer links connect variables which are related in the test of the theory at issue; second-layer links represent connections which are found statistically significant. Besides, either layer matrix of link-formation probabilities is block-symmetric. In addition to a form of censoring which resembles the Hui et al. pruning step, observed maps are subject to a further censoring related to second-layer links. Still, we perform a full Bayesian analysis instead of adopting the empirical Bayes approach. Lastly, we develop a three-stage model which accounts for dependence either of data or of parameters. The investigation of the empirical support and consensus degree of new economic theories of the firm motivated the proposed methodology. In this paper, the Transaction Cost Economics view is tested by a tenet map analysis. Both the two-stage and the multilevel models identify the same tenets as the most corroborated by empirical evidence though the latter provides a more comprehensive and complex insight of relationships between constructs.

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Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Abstract: Contributions of the first and second author were equal. The authors thank Kent Seltman and Lindsay Dingle from the Mayo Clinic-Rochester for their participation and support. They also thank Lan Nguyen Chaplin for help with stimuli development and data coding.

Cited by 313 publications

References 11 publications

Measuring Political Brand Equity in Ireland

Measuring Political Brand Equity in Ireland

Empirical Study on Chinese Brand Concept in the Mind of the Foreigner Based on BCM Technology

Construct Validation by Hierarchical Bayesian Concept Maps: An Application to the Transaction Cost Economics Theory of the Firm

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