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Article Dans Une Revue Journal of Business Research Année : 2016

One pie, many recipes : Alternative paths to high brand strength

Karine Raïes
Oliver Koll
  • Fonction : Auteur
Hans Muhlbacher
  • Fonction : Auteur

Résumé

Brand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.
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Dates et versions

hal-02312233 , version 1 (16-01-2020)

Identifiants

  • HAL Id : hal-02312233 , version 1

Citer

Reinhard Grohs, Karine Raïes, Oliver Koll, Hans Muhlbacher. One pie, many recipes : Alternative paths to high brand strength. Journal of Business Research, 2016, 69 (6), 2244-2251 p. ⟨hal-02312233⟩

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