Working Papers

Brand Concept Maps: A Methodology for Identifying Brand Association Networks

Deborah Roedder John, Barbara Loken, Kyeong-Heui Kim, and Alokparna Basu Monga

Jan 1, 2005

Introduces a methodology to map consumer brand association networks, and tests its validity and reliability.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.