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Author ORCID Identifier
https://orcid.org/0000-0002-6321-8950
AccessType
Campus-Only Access for Five (5) Years
Document Type
dissertation
Degree Name
Doctor of Philosophy (PhD)
Degree Program
Sport Management
Year Degree Awarded
2019
Month Degree Awarded
May
First Advisor
Janet S. Fink
Second Advisor
George R. Milne
Subject Categories
Advertising and Promotion Management | Cognition and Perception | Marketing | Sports Management
Abstract
The study of brands has always been an important and exciting area both in marketing academia and practice. The Customer-Based Brand Equity (CBBE) model, which was developed by the father of modern brand management Kevin Lane Keller (1993), still guides marketers how to build, measure, and manage brand equity (Keller, 2016). The basic premise of the CBBE model is that brand knowledge stored in consumer memory determine brand equity and the effectiveness of future branding strategies. That is, brand knowledge is a key concept for the brand equity model, and it is essential for managers and researchers to develop insights on consumers’ brand knowledge stored in memory. Brand knowledge is conceptualized as an associative network in which a focal brand node is connected to other informational nodes (i.e., brand associations) in memory. Therefore, the elicitation and examination of brand associations networks are key initial stages in understanding brand equity (Keller, 2001, 2003, 2009, 2016). Further, there have been efforts to propose methodological approaches to elicit and examine brand knowledge (Böger, Kottemann, Meißner, & Decker, 2017; John, Loken, Kim, & Monga, 2006; Schnittka, Sattler, & Zenker, 2012) and calls for new methodological approaches in terms of tools and models for creating mental maps to identify and examine brand knowledge structures stored in consumer memory (John, 2016; Keller, 2003, 2016). Accordingly, in this dissertation, I focus on proposing theoretically driven and analytics oriented fresh perspectives to the study of brand knowledge stored in memory.
DOI
https://doi.org/10.7275/14003053
Recommended Citation
demirel, abdullah, "USING BRAND CONCEPT MAPPING AND NETWORK ANALYSIS TO STUDY BRANDS" (2019). Doctoral Dissertations. 1564.
https://doi.org/10.7275/14003053
https://scholarworks.umass.edu/dissertations_2/1564