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Brand Understanding

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… and the diffuse use of the term “brand.” What has been lectured, discussed, and speculated about the term “brand” in the last 20 years! A myriad of scientists, consultants, and practitioners have attempted numerous explanations of this term. In many people’s minds, the “brand”

Recipes for brand loyalty in the car industry

FsQCA (fuzzy set qualitative comparative analysis) emphasizes the value of configurational logic to learn about factors that jointly support or prevent certain outcomes. We used this approach to learn about the likelihood of someone repurchasing the car brand they currently own. The analysis showed that

Intended brand associations

Koll und von Wallpach focus on a specific facet of brand associations, brand association match (i.e., the degree of overlap between managerially intended and actual consumer brand associations) and its effect on brand response. Marketing research and brand management practice emphasize the importance of brand

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others. Brand Managers need to get access to and understand these complex multi-layered and multi-sensory brand meanings. Multi-Sensory Sculpting® is an

Low Brand Association Stability

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature lists and free associations) and (2) context. The nature of feature lists neglect the core idea of branding which calls for the creation of unique brand-specific associations in order to

VW brand takes a hit amongst owners

The Volkswagen affair has had its fair share of media exposure. Our study investigates how current VW drivers perceive the car brand they own and compares this to the perception of owners of competing brands. Download

Multi-Method Research

The attitudes and behaviours of consumers towards a brand are influenced by what consumers know and think consciously and unconsciously about the brand. The article by Koll, von Wallpach and Kreuzer considers the value of using three approaches to assess brand knowledge: free association technique, storytelling,

The heterogeneity of intra‐brand knowledge

What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response of customers (and vice versa). Koll and von Wallpach identify how customer segments of one