The evaluation of a brand association density metric

Abstract

Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies to identify brand associations. Design/methodology/approach The authors present results from two studies covering three product categories. The authors use an open free association question and associations to a set of pre-defined brand attributes. The responses to the open free format question are text-mined prior to further analysis. Findings The authors find that the brand association density metric performs better than a metric that only uses the number of distinct associations. The authors also find that these metrics work best when derived from open free association data. Practical implications First, in addition to focusing on trying to build specific brand associations in consumers’ minds, it may be equally important, if not more important, to manage the number and inter-connectedness of the brand’s associations. Second, firms should complement their existing survey approaches with open-ended free association questions. Originality/value The brand association density concept presented is believed to be new. The empirical comparison between the use of free association to pre-defined attributes is also new.