Concepedia

Brand Concept Testing

Brand Concept Testing is a methodological framework within the domain of marketing research that systematically evaluates the perceived appeal, relevance, and differentiation of a proposed brand identity prior to market introduction, distinguishing it from other concept testing approaches by focusing specifically on the holistic brand proposition, including its name, positioning, personality, and value promise.

12

Publications

3.4K

Citations

21

Authors

15

Institutions

Publications per year

2017–2026

2

Parents

Publications

12

The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

Lars Bergkvist, John R. Rossiter · Journal of Marketing Research · 2007 · 2.9K citations · Full text

, , +14

Consumer perceived brand innovativeness

Rahil Shams, Frank Alpert, Mark Brown · European Journal of Marketing · 2015 · 126 citations

, , +9

Testing country brand slogans: Conceptual development and empirical illustration of a simple normative model

Magne Supphellen, I Nygaardsvik · Journal of Brand Management · 2002 · 82 citations

, , +17

ADVERTISING SYMBOLS AND BRAND NAMES THAT BEST REPRESENT KEY PRODUCT MEANINGS

Jeffrey F. Durgee, Robert W. Stuart · Journal of Consumer Marketing · 1987 · 72 citations

, , +17

A conjoint-based product designing procedure incorporating price competition

Sunmee Choi · Journal of Product Innovation Management · 1994 · 47 citations

, , +17

1–5 of 12

Authors

21

  1. JR
    John R. Rossiter

    University of Wollongong, Australia

    1 publications · 2.9K citations

    1

    h-index

  2. OT
    Omer Topaloglu

    Fairleigh Dickinson University, United States

    1 publications · 33 citations

    1

    h-index

  3. EE
    Eugene E. Heaton

    RCA (United States), United States

    1 publications · 14 citations

    1

    h-index

  4. MB
    Mark Brown

    The University of Queensland, Australia

    1 publications · 126 citations

    1

    h-index

  5. AM
    Aïda Mimouni Chaabane

    CY Cergy Paris Université, France

    1 publications · 26 citations

    1

    h-index

1–5 of 21

Institutions

15

  1. University of Copenhagen

    Copenhagen, Denmark

    1 h-index

    1 publications

    40 citations

  2. Norwegian School of Economics

    Bergen, Norway

    1 h-index

    2 publications

    164 citations

  3. University of Wollongong

    Wollongong, Australia

    1 h-index

    1 publications

    2.9K citations

  4. Rutgers Sexual and Reproductive Health and Rights

    Utrecht, Netherlands

    1 h-index

    1 publications

    24 citations

  5. University of Verona

    Verona, Italy

    1 h-index

    1 publications

    20 citations

  6. Université Paris Cité

    Paris, France

    1 h-index

    1 publications

    26 citations

  7. Université Paris-Panthéon-Assas

    Paris, France

    1 h-index

    1 publications

    26 citations

  8. Rensselaer Polytechnic Institute

    Troy, United States

    1 h-index

    2 publications

    144 citations

1–8 of 15

Venues

  1. Journal of Marketing Research

    2 publications · 2.9K citations

    2

    h-index

  2. Journal of Product Innovation Management

    2 publications · 71 citations

    2

    h-index

  3. Journal of Brand Management

    2 publications · 101 citations

    2

    h-index

  4. Journal of Consumer Marketing

    1 publications · 72 citations

    1

    h-index

  5. European Journal of Marketing

    EJM · 1 publications · 126 citations

    1

    h-index

1–5