References of "Bluemelhuber, Christian"
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See detailAssociative Networks: A New Approach to Market Segmentation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van Riel, Allard et al

in International Journal of Market Research (2011), 53(2), 187-207

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods ... [more ▼]

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks.These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

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See detailBrand Concept Maps: A Method of Capturing Doppelganger Brand Image
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2010, April)

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of ... [more ▼]

In an Internet 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the impact of this value destruction, known as doppelgänger brand image (DBI). DBI is defined as the appearance, or reinforcement, of negative associations at the brand reputation level. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and media credibility on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

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See detailHow to capture Doppelganger Brand Image with Brand Concept Mapping
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Van Riel, Allard et al

Scientific conference (2010, February)

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value ... [more ▼]

In a Web 2.0 context, negative user-generated content (UGC) that damages the brand reputation can be easily produced and quickly spread. There is a lack of literature on how to measure the value destruction, known as doppelgänger brand image (DBI). The authors define DBI as the appearance, or reinforcement, of negative associations at the brand reputation level. Brand reputation is the collective brand image that is shared by multiple stakeholders. Using brand concept mapping (BCM) on two corporate brands, this study shows the effect of exposure to negative UGC on the brand image perception and measures the impact of this exposure on DBI. The authors use a two*two between-subjects design with 280 consumers in order to study the effects of the type of media and source credibility, brand experience and Internet experience on the DBI. The results suggest that, the negative UGC will cause an increase in the frequency of mentions of negative associations. At the reputation level, if the brand already has a DBI, an exposure to negative UGC will reinforce it. However, if the brand reputation is mostly positive, a single exposure to negative UGC will not create a DBI. The results also confirm the effect of source credibility and type of media on the likelihood of DBI. The experience with the brand and with Internet will reduce the risk of DBI. [less ▲]

Detailed reference viewed: 183 (0 ULg)
See detailBrand Concept Maps: A Method of Capturing Brand Image Confusion
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Scientific conference (2009, June)

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture ... [more ▼]

Brand Image Confusion (BIC) could occur in the mind of the consumer when a new brand is launched with a similar brand name to that of an established brand. Brand Concept Mapping (BCM) is used to capture these changes in the established brand perception due to the launch of a new brand: the dilution of attributes and the creation of unattractive associations. The authors used a 2x2 between-subject analyses with 867 students, to study the effect of a new brand with product category similarity (versus dissimilarity) and attribute similarity (versus dissimilarity) on the perception of Xbox. Finally they studied two moderators: brand and category expertise. The results suggest that, except when the new brand has the same category and attributes than the established brand, there is an immediate risk of BIC, which is moderated by the brand expertise. This study presents a new application of BCM and provides a new way of measuring and legally proving BIC. [less ▲]

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See detailCapturing effects of brand image confusion on the brand image using associative networks: An experimental investigation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2009, April)

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the ... [more ▼]

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only implies confusion at the brand image level. BIC occurs when consumers have difficulty distinguishing brands with closely resembling brand associations (logo, symbol, package design or other attributes). In this study, we address the lack of an appropriate method to capture the weakening of brand associations and the creation of unwanted associations as a result of BIC. Design/methodology/approach – We first introduce brand concept mapping (BCM), a powerful approach to measuring the brand image, and argue why this method is more appropriate than other methods. Subsequently, we investigate in an experiment how consumer exposure to a new brand with a closely resembling brand name affects their perceptions of the original brand image. Findings - Results suggest that, except when the new brand has exactly the same category and attributes as the original brand, a risk of BIC exists. This risk appears to be moderated by the consumer's previous experience with the brand. Originality/value - This article offers advice to academics and managers with respect to better capturing the consequences of BIC. It shows how the introduction of a brand with a closely resembling brand name, even if the introduction takes place in another category, may harm the original brand. Finally, as a result, it implicitly raises the question of the broadening of the legal trademark dilution concept. [less ▲]

Detailed reference viewed: 276 (4 ULg)
Peer Reviewed
See detailBrand Concept Maps: a New Approach to Market Segmentation
Brandt, Céline ULg; Pahud de Mortanges, Charles ULg; Bluemelhuber, Christian et al

Conference (2007, April)

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement ... [more ▼]

This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This article then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks. These networks are first aggregated to emphasize the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication. [less ▲]

Detailed reference viewed: 225 (3 ULg)