Associative networks: A new approach to market segmentation
Céline Brandt and Charles Pahud de Mortanges
HEC-ULg Management School – University of Liege
Christian Bluemelhuber
Solvay Brussels School of Economics and Management
Allard C.R. van Riel
Radboud University Nijmegen
Introduction
Following the majority of cognitive psychologists, brand researchers believe that brand information is organised as a network in consumer memory (Collins & Quillian 1969; Collins & Loftus 1975; Tversky 1977). Such networks, which consist of associations like product features, logos and usage situations, and associative links (Solomon 2006), show the unique value of branded goods and...