Working Papers

Brand Constructs: The Complementarity of Consumer Associative Networks and Multidimensional Scaling

Geraldine R. Henderson, Dawn Iacobucci and Bobby J. Calder

Jan 1, 1998

Compares two methods-multidimensional scaling and associative networks-for measuring consumers’ perceptions of products and loyalty to brand names. Uses both techniques to examine the primary brand concepts of positioning, complementarity, and substitutability.

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