Reference : Using Brand constellation to segment the market: a goal systemic perspective
Scientific congresses and symposiums : Unpublished conference/Abstract
Business & economic sciences : Marketing
Using Brand constellation to segment the market: a goal systemic perspective
Brandt, Céline mailto [Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing général >]
Hammedi, Wafa mailto [Facultés Universitaires Notre-Dame de la Paix - Namur - FUNDP > > > >]
8th Global Brand Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group
3-5 April 2013
Academy of marketing
[en] Consumption constellation ; Goal-oriented perspective ; Segmentation
[en] This paper is aiming to expand the literature on consumption constellation by bridging the gap
with the goal-oriented perspective and cognitive networks. We emphasize how brands could
be considered as complementary means to reach high-level goals following the consumption
constellation theory. This research also extend the knowledge on segmentation, first by
recommending segmentation based on goals and means, and secondly by providing an
operational method to capture these segments.
Practically, we first collected data on the consumers’ hierarchy of goals in order to build a
typology of goals and relate them to the consumers’ lifestyles. Secondly, brand constellations
were elicited and mapped by the consumers, using brand concept mapping. Thirdly, network
analytics were used to interpret the networks.
Associative networks in marketing: brand image, reputation and stereotypes
Researchers ; Professionals ; Students

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