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The Benefits of Computer-Based Brand Concept Mapping

Abstract

Despite the widespread application of computer-aided interviews in both marketing research and practices, computer-based mapping has not been tested empirically in the brand image measurement context. We compare traditional poster-board and computer-based mapping using the Brand Concept Maps approach. Our results show that consumers who use computer-based mapping build valid and reliable brand association networks. Moreover, we validate the computer-based mapping by using representative online samples. Overall, the results suggest that the computer-based approach extends the flexibility and applicability of brand association mapping by enabling independence from stationary test studios.

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Author information

Correspondence to Martin Meissner.

Additional information

The authors thank two anonymous referees for their helpful and constructive comments. Furthermore, we would like to thank Oliver Schnittka for his comments on a previous version of this article.

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Cite this article

Meissner, M., Kottemann, P., Decker, R. et al. The Benefits of Computer-Based Brand Concept Mapping. Schmalenbach Bus Rev 67, 430–453 (2015). https://doi.org/10.1007/BF03396928

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JEL Classification

  • M31

Keywords

  • Brand Association Networks
  • Brand Concept Maps
  • Consumer Mapping Techniques
  • Computer-based Mapping
  • Poster-board Mapping