Brand Concept Map Research Articles

An empirical research into IPL's brand doppelgänger using the brand concept mapping technique

An empirical research into IPL's brand doppelgänger using the brand concept mapping technique

Assessing Destination Brand Associations on Twitter: The case of Istanbul

The development of data mining has paved the way for studies that identify brand associations from user-generated content (UGC). However, the number of studies investigating destination associations with social media is limited. The aim of this study is to explore destination associations with UGC on Twitter and to show how data mining and sentiment analysis methods can be applied to destinations to elicit brand associations. In this study, 33,339 English-language tweets containing the word #Istanbul were collected over one year and analyzed using text mining (association rule analysis) and sentiment analysis. As a result of the study, a brand concept map (BCM) of what Twitter users associate with Istanbul was created and compared to other studies that measure associations using conventional methods. The main results show that users have positive associations with tourism in Istanbul. Unique and interesting associations (such as "cats") were observed compared to other previous studies that measured associations to destinations. Based on the study results, a method was proposed for measuring the image of a place brand by observing electronic word of mouth in social media.

A Study on Consumer Perception of NFT based on Brand Concept Map

As the digital economy and meta-universe continue to expand, there is a growing demand for research on Digital Collection. For companies seeking to achieve rapid growth and advance digital consumption, it is crucial to have a comprehensive understanding of how consumers perceive Digital Collection in today’s digital age. Based on the introduction of brand concept maps, this study draws a map of the consumer perception structure of Digital Collection with Chinese consumers as the research object and provides corresponding suggestions for enterprises to carry out marketing activities using Digital Collection, which is guiding significance for the healthy and green development of the Digital Collection market development and promotion.

Study on Customer-based Brand Equity in the Luxury Hospitality Industry

This paper examines the customer-based brand equity of Rosewood London, a luxury hotel brand. To understand the brand associations that are favorable, strong, and unique in the consumer's mind, the associative network memory model is utilized, and the Brand Concept Maps technique is employed to illustrate the core associations and how they are linked in consumer memory. The two pillars of Rosewood London's brand knowledge, brand awareness and brand image, are explored, and their impact on consumers' purchase decisions is discussed. The paper evaluates Rosewood London's brand equity from two dimensions: brand feelings and brand performance. Additionally, the paper discusses the advantages and disadvantages of brand extensions in the hospitality industry, and how Rosewood London can leverage its parent brand to extend its brand portfolio. Overall, the paper provides insights into the strength of Rosewood London's brand equity and offers recommendations for how the brand can further enhance its position in the luxury hospitality market.

Proposed Marketing Strategy to Increase Brand Awareness for Coffee Shop Business (Case Study on Brand Payu Coffee & Eatery)

The total distribution of Coffee in Indonesia is increasing every year, and it is in line with the growing of Coffee Shop industry in Indonesia, specifically in Jakarta. Payu is one of local SME Coffee Shop brand located in Gandaria, South Jakarta which was established in 2020. Building brand awareness is important for a new brand, particularly for SME company with an existence of less than five years like Payu. According to interview with Payu’s co-owner that Payu brand awareness is very low which in line with the result of questionnaire from total of 202 respondents shows that 68,8% never heard of Payu before. To analyse the root caused more deeply, researchers used Fishbone Diagram and Inter-relationship Diagram and found that Lack of Marketing effort is primary root cause for Payu. The purpose of this research is to propose a suitable marketing strategy to increase Brand Awareness for Coffee Shops like Payu. Researchers use both quantitative and qualitative methodologies in conducting research. Data collection is done by conducting in-depth interview, distributing questionnaires, and conducting a focus group discussion. The collected data is then used to do analysis based on the collection methods. Quantitative results are used to make Cluster Analysis and Brand Awareness Analysis. While Qualitative results is used to make Behavioural Shift analysis and Brand Concept Mapping. According to focus group discussion, customers are like the coffee trends like Ready-to-Drink Coffee and Snapchilled Coffee. After conducting analysis, the proposed marketing strategies are carried out. Based on BCM model, Payu are relatable with associations links “Nyaman” and “Kerja”. There are three new marketing strategies that can increase coffee shops brand awareness like Payu. First, developing Buyer Persona Creation strategy based on cluster analysis. Second, coffee shops can work with influencers who has audience driven from the Buyer Persona Creation strategy. Third, conduct a brand activation based on the association links from brand concept mapping and invite the chosen influencers.

Does Brand Concept Mapping Determine Destination Brand Associations and Image?

Brand concept maps (BCM) is a mind-mapping method researchers use to explore brand association and brand image, but applications of BCM are rare in tourism research. The aim of the study is to assess usefulness of BCM for developing destination brand association networks and destination brand image in a domestic (Bolu in Turkey) and an international (Bali in Indonesia) tourism destination. Destination brand associations are generated through interviewing 40 participants, and two destination BCM are developed through aggregating individual BCM from 250 respondents. The findings of the study suggest that BCM are effective for determining the most salient destination brand features and destination brand association networks. The study recommends both destinations to broaden their appeal to a wider range of tourist segments: the domestic tourism destination to target international travelers who are interested in skiing, wellness, and sports, and the international tourism destination to target older tourists based on its shopping and beach elements.

Beauty lies in the eye of the beholder: consumers' and jobseekers' interpretations of the family business brand

PurposeBrands are relevant to multiple stakeholders and, as such, can have multiple meanings. Drawing on branding and stakeholder marketing theory, the purpose of this study was to provide in-depth insights into knowledge dynamics related to the so-called family business brand across different stakeholder perspectives.Design/methodology/approachThis study combines advanced brand concept mapping (BCM) with a scenario technique to graphically capture consumers’ and jobseekers’ brand knowledge related to the family business concept in the form of association networks.FindingsFindings show both a shared core meaning (e.g. associations such as “tradition” or “owner-managed”) and stakeholder-specific associations (e.g. consumer perspective: “high product quality,” “handmade”; jobseeker perspective: “appreciation within the company,” “outdated”). Significantly, the results reveal detailed insights into cross-stakeholder knowledge dynamics regarding the associations’ interconnections, strength and favorability.Originality/valueBy combining BCM with a scenario technique, this study adopts an approach that is aimed at better understanding and comparing brand knowledge with respect to the family business brand across multiple stakeholder perspectives. Given the prevalence of family businesses, this research enhances the theoretical and practical understanding of a branding resource that is often available but rarely exploited.

Measuring Tourism Destination Brand Equity by Using Associative Networks

A holistic approach to measuring tourism destination brand equity is proposed by using associative networks analysis, to overcome the shortage in the other traditional methods. three Egyptian destinations’ brand equity is tested through data collected by the brand concept map technique. The findings showed a significant relationship between the tourism destination brand equity and two characteristics of brand associations (strength and uniqueness) and a nonsignificant relationship with the third characteristic (favorability). Moreover, the findings indicated a significant relationship between the Central characteristics (degree centrality, betweenness centrality, and closeness centrality) of brand associations and the tourism destination brand equity. Furthermore, managerial Implications for strategic brand development and management are deduced.

Eliciting brand association networks: A new method using online community data

This study explores a new methodology called community-aided brand concept map (CA-BCM) for eliciting brand association networks using data collected from technology-enabled online communities. NVivo software is used to qualitatively code these data to 1) uncover how users associate themselves with a brand and 2) use content analysis to quantify each of these associations, leading to the elicitation of a comprehensive network of brand associations and their relationships. Using the example of a movie brand, the new tool CA-BCM effectively uncovers 1) the core, secondary, and tertiary brand associations and 2) classifies the brand associations into strong, favorable, and unique associations. Finally, 3) using these brand association classification data and the brand awareness level, customer brand equity is measured. Pearson correlation is used to provide external validity to the CA-BCM technique, which shows a significant and positive relationship between customer brand equity and market performance. The implications and limitations of this study are presented.

The Brand Image and Brand Associations of Langkawi and Phuket: A Brand Concept Map Analysis/ Imej dan Asosiasi Jenama Langkawi dan Phuket: Satu Analisis Peta Konsep Jenama

In the current competitive scenario of tourism industry, brand association studies are important to identify the authentic brand image of tourism destinations. This would eventually benefit the key players in the tourism industry in planning an effective tourism marketing campaign. The present study aims to analyze the brand image of Langkawi and Phuket and to identify the differences in brand associations in the tourists' memory who visited the two destinations. Incorporating Brand Concept Mapping approach, the study used preliminary survey and focus group interviews to achieve the objectives of the study. Findings indicated that Langkawi was identified as a 'Family-oriented” or “Multiproduct” Destination as reflected in its multifarious list of brand associations covering from history, natural beauty, shopping centre and recreational destination. Meanwhile, Phuket was associated as an ‘Entertainment-oriented Destination’ with its structural brand associations were linked towards entertainment and pleasure such as nightclubs. Thai girl show, brothels and nightlife.

Green city branding: perceptions of multiple stakeholders

Purpose With society’s growing environmental concern, developing a green brand identity provides cities with opportunities to enhance their competitiveness. Nevertheless, few studies have explored green city branding and specifically considered the diverse perceptions of multiple stakeholders. Accordingly, this study aims to explore green city branding from the perceptions of multiple stakeholders. Design/methodology/approach Based on associative network theory, the study uses brand concept maps and network analysis approaches to construct and analyze the content and structure of mental models among local residents and foreign tourists for a green city brand. This study further seeks empirical support for the findings via a survey, using the sample case of Yilan County in Taiwan. Findings The results of this study reveal that foreign tourists possess a more diverse and heterogeneous brand perception than local residents. Additionally, the study uncovers significant green city brand associations regarding their influences on the behavioral decisions of local residents and foreign tourists. Originality/value This research is the first attempt to advance the knowledge of green city branding by empirically exploring the green city brand perceptions of multiple stakeholders based on associative network theory. The results provide brand researchers with different analytical perspectives on the existing knowledge about city brand perceptions and offer strategic information for city managers.

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

The qualitative research aims to develop an understanding of how consumers view the celebrity as a brand and also to measure and compare the celebrity equities. This research applies associative network theory to identify the celebrity association networks residing in the minds of the consumers using Brand Concept Maps (BCMs) methodology. It also measures the celebrity equity by measuring the relative strength, favourability and uniqueness of the associations. Three celebrities from different professions are selected for this study. Data for the construction of BCMs have been obtained from 50 respondents. The associations are shown on BCMs, and their structure has been analysed using general and central characteristics. Celebrity equity is measured using Krishnan (1996, International Journal of Research in Marketing, 13(4), 389–405) methodology. The results reveal that consumers link five categories of associations with a celebrity, namely professional associations, public-image-related associations, social responsibility- and ethics-related associations, lifestyle associations and negative associations. Further, the celebrities are found to have strong brand equities, but their relative equities differ from each other. This study reveals that the managers need to consider a wide range of associations for measuring celebrity equity. It also provides academicians and celebrity managers with a new methodology for measuring celebrity equity.

Customers’ Understanding of Engagement Advertising

Although the construct of engagement has received considerable attention in market research in recent years, it has hardly been researched in the context of advertising. The aim of this exploratory study, therefore, is to undertake a theoretical conceptualization of customer engagement advertising (CEA) and to reach an understanding of how this type of advertising, which strategically embeds its messages into customers’ everyday life, is related to customers’ cognitive processes. Of particular interest is the question of whether strategically created CEA is related to a different everyday customers’ advertising knowledge than non-CEA. To answer this question, we use the brand concept map method, by means of which we are able to create a CEA consensus map (N = 53) and a non-CEA consensus map (N = 56). These present visually the basic persuasion knowledge of the study participants concerning these two types of advertising. Results indicate that, in coping with CEA, customers activate a different advertising knowledge than with non-CEA. CEA knowledge shows a higher association strength and is, in contrast to non-CEA knowledge, more strongly characterized by the two associations creativity and benefit. On the other hand, the association that advertising addresses customer’s needs plays a less important role in CEA than in non-CEA.

Investigating feedback effects in the field of brand extension using brand concept maps

PurposeThe purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network.Design/methodology/approachThis research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries.FindingsThe findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected.Research limitations/implicationsBy applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image.Originality/valueData from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.

Harvesting Brand Information from Social Tags

Social tags are user-defined keywords associated with online content that reflect consumers’ perceptions of various objects, including products and brands. This research presents a new approach for harvesting rich, qualitative information on brands from user-generated social tags. The authors first compare their proposed approach with conventional techniques such as brand concept maps and text mining. They highlight the added value of their approach that results from the unconstrained, open-ended, and synoptic nature of consumer-generated content contained within social tags. The authors then apply existing text-mining and data-reduction methods to analyze disaggregate-level social tagging data for marketing research and demonstrate how marketers can utilize the information in social tags by extracting key representative topics, monitoring common dynamic trends, and understanding heterogeneous perceptions of a brand.

Exploring local vs global brand associations in an emerging market using BCM technique

PurposeThe purpose of this paper is to differentiate local versus global brand associations in an emerging market (Turkey)’s coffee shop market.Design/methodology/approachTwo leading coffee shop brands – one local and one global – were analyzed with an emerging exploratory research technique – brand concept mapping (BCM) – to reveal their strong, favorable and unique associations leading them to market leadership.FindingsThe results indicate that, these two successful brands both have distinctive, yet relevant positions in their consumers’ mind. Local cultural experience is relevant for differentiating local brands, even if the coffee shop concept is globally imported. Global coffee shop brand, on the other hand, means membership to global middle income segment and is remembered as global fast coffee service.Research limitations/implicationsThe main limitation of this exploratory study is the sample size limitation by its nature. So, the generalizability of the results should be approached with caution. Researchers use BCM technique; however, this method does not permit to reveal the expected levels and the importance of the attributes. Thus, further research are suggested to be complementary.Originality/valueThis study fills the research gap in revealing and comparing local vs global brand associations by using BCM technique, which enables one to measure the strength, unique and favorable associations/brand images more suitable to Keller’s (1993) conceptualization. This study pioneers in using this technique in international branding.

A mechanism for aggregating association network data: An application to brand concept maps

The brand concept maps (BCM) approach is a valuable tool for measuring brand images, that is, an important part of customer-based brand equity. The approach is used to identify brand association networks, which contain information on how the brand and its associations are interconnected in consumers' minds. An essential contribution of the approach is that it provides a set of rules for how to aggregate individual brand association network data into a consensus map. Although BCM's aggregation rules are relatively straightforward and easy to use, the aggregation mechanism still has methodological and practical drawbacks. In this paper, we develop a new aggregation mechanism for individual brand association network data based on a critical assessment of the original aggregation rules. The results of three empirical studies show that the new aggregation mechanism improves the functionality and the aggregation capability, the split-half reliability, and the stability of the aggregation results.

A Method for Developing an Effective Advertising Strategy Based on the Difference between Brand Identity and Brand Image

브랜드 아이덴티티와 브랜드 이미지는 브랜드 관련 논의의 핵심 개념들이다. 기존 연구에 따르면 두 개념 모두 브랜드 연상 네트워크로 표현할 수 있다. 이에 따라 본 연구에서는 두 연상 네트워크의 차이를 분석하고 이를 바탕으로 효과적인 광고 전략을 수립하는 방법을 제안하였다. 이를 위해 존과 동료들(John et al., 2006)이 제안한 BCM(Brand Concept Map)과 네트워크 분석에서 두 네트워크의 상관관계를 분석하는 방법인 QAP(Quadratic Assignment Procedure)를 사용하였다. 이를 통해 브랜드 아이덴티티와 브랜드 이미지의 차이를 정성적·정량적으로 분석하는 방법과 체계적으로 광고 콘셉트를 결정하는 방법에 대해 설명하였다.

A concept mapping study on organic food consumers in Shanghai, China

Despite some similarities with developed countries, the growth of organic market in China seems to follow a different path. Thus, important questions are how Chinese urban consumers perceive organic food, and what are the main concepts associated to the organic attribute.We aimed at representing in graphic form the network of mental associations with the organic concept. We used an adapted version of the “Brand concept mapping” method to acquire, process, and draw individual concept networks perceived by 50 organic food consumers in Shanghai. We then analyzed the data using network and cluster analysis to create aggregated maps for two distinct groups of consumers.Similarly to their peers in developed countries, Chinese consumers perceive organic food as healthy, safe and expensive. However, organic is not necessarily synonymous with natural produce in China, also due to a translation of the term that conveys the idea of a “technology advanced” product. Organic overlaps with the green food label in terms of image and positioning in the market, since they are easily associated and often confused. The two groups we identified show clear differences in the way the organic concept is associated to other concepts and features.The study provides useful information for practitioners: marketers of organic products in China should invest in communication to emphasize the differences with Green Food products and they should consider the possibility of segmenting organic consumers; Chinese policy makers should consider implementing information campaigns aimed at achieving a better understanding of the features of these quality labels among consumers. For researchers, the study confirms that the BCM method is effective and its integration with network and cluster analysis improves the interpretation of individual and aggregated maps.

How to manage a city’s image using the brand concept map and network analysis: a case of Seoul

Numerous methods of analyzing a place’s image have been proposed due to the increasing importance of place branding. However, studies have failed to incorporate a place’s identity, an important counterpart of a place’s image. To overcome the limitation, this study introduces a new method that analyzes a place’s image in comparison with its identity using the Brand Concept Map and network analysis. A pilot study was conducted in 2014 to illustrate the method using Seoul, the capital of South Korea. The study found that the residents share similar images of the city, regardless of the district they live (i.e., Gangbuk, Gangnam 3 Gu, or Gangnam Others). However, their images greatly differ from the city’s identity.