Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks

Geraldine R. Henderson; Dawn Iacobucci; Bobby J. Calder

doi:10.1016/S0377-2217(98)00151-9

Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks

Geraldine R. Henderson, Dawn Iacobucci, Bobby J. Calder

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	European Journal of Operational Research
Volume	111
Issue number	2
DOIs	https://doi.org/10.1016/S0377-2217(98)00151-9
State	Published - Dec 1 1998
Externally published	Yes

Disciplines

Mathematics
Marketing

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@article{6322d38f0a36406f89d4a7a6a6281bf0,

title = "Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks",

author = "Henderson, {Geraldine R.} and Dawn Iacobucci and Calder, {Bobby J.}",

note = "Understanding consumer perceptions and associations is an important first step to understanding brand preferences and choices. In this paper, we discu...",

year = "1998",

month = dec,

day = "1",

doi = "10.1016/S0377-2217(98)00151-9",

language = "American English",

volume = "111",

journal = "European Journal of Operational Research",

number = "2",

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TY - JOUR

T1 - Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks

AU - Henderson, Geraldine R.

AU - Iacobucci, Dawn

AU - Calder, Bobby J.

N1 - Understanding consumer perceptions and associations is an important first step to understanding brand preferences and choices. In this paper, we discu...

PY - 1998/12/1

Y1 - 1998/12/1

UR - https://www.sciencedirect.com/science/article/pii/S0377221798001519

U2 - 10.1016/S0377-2217(98)00151-9

DO - 10.1016/S0377-2217(98)00151-9

M3 - Article

VL - 111

JO - European Journal of Operational Research

JF - European Journal of Operational Research

IS - 2

ER -

Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks

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