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