You are here:
| Reference : Capturing effects of brand image confusion on the brand image using associative networks... |
| Scientific congresses and symposiums : Unpublished conference | |||
| Business & economic sciences : Marketing | |||
| http://hdl.handle.net/2268/33087 | |||
| Capturing effects of brand image confusion on the brand image using associative networks: An experimental investigation | |
| English | |
Brandt, Céline  [Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing général >] | |
| Pahud de Mortanges, Charles [Université de Liège - ULg > HEC-Ecole de gestion de l'ULg : UER > Marketing général >] | |
| Bluemelhuber, Christian [> >] | |
| Van Riel, Allard [> >] | |
| Apr-2009 | |
| International | |
| 5th Thought Leaders International Conference on Brand Management | |
| avril 2009 | |
| Leslie de Chernatony, Cleopatra Veloutsou,... | |
| Athens | |
| Greece | |
| [en] Brand Image Confusion ; Brand Concept Mapping ; Associative networks | |
| [en] 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. | |
| HEC ULg | |
| Measuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks: Theory and Implications for Consumer Goods | |
| Researchers ; Professionals ; Students ; General public | |
| http://hdl.handle.net/2268/33087 |
| File(s) associated to this reference | ||||||||||||||
|
Fulltext file(s):
| ||||||||||||||
All documents in ORBi are protected by a user license.
