Associative networks: a new approach to market segmentation

This paper aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods.

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


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...

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