Abstract
This research uses a memory network model to identify various association characteristics underlying consumer-based brand equity. An empirical study measures association characteristics, such as set size, valence, uniqueness, and origin, and examines differences between high and low equity brands on these measures. The results show that consumer association differences are consistent with external equity indicators and provide insights on strong and weak areas for each brand that could be used to strengthen the brand. The discussion addresses implications of the association patterns for managing brand equity, compares the association measures with other equity measurement approaches, and broadens the set of association concepts used in this research.
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