What is a strong brand? A configurational analysis of brand associations (notice n° 154792)
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|---|---|
| fixed length control field | 01379cam a2200241 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112031247.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Koll, Oliver |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | What is a strong brand? A configurational analysis of brand associations |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2018.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 81 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Traditional literature shows that the more consumers connect strong, positive, and consensual associations with the brand, the stronger the brand image. A brand’s strength, defined in relation to consumer evaluation of the brand, impacts their choices and consequently influences the brand’s performance on the market. This study demonstrates that there is no such thing as a unique recipe for developing a strong brand. Different combinations of brand associations (number, favorability, uniqueness, and perceived consensus) can make a brand strong. These combinations vary between consumers and brands. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | authenticity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | commodification process |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | connoisseurship |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | gastronomic and Bacchic brotherhoods |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Raïes, Karine |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Grohs, Reinhard |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Mühlbacher, Hans |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | o 92 | 4 | 2018-12-25 | p. 97-113 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/journal-decisions-marketing-2018-4-page-97?lang=en">https://shs.cairn.info/journal-decisions-marketing-2018-4-page-97?lang=en</a> |
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