Brand diagnostics: Mapping branding effects using consumer associative networks

DOI10.1016/S0377-2217(98)00151-9zbMath0948.90083OpenAlexW1988540540MaRDI QIDQ1806812

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

Publication date: 20 December 1999

Published in: European Journal of Operational Research (Search for Journal in Brave)

Full work available at URL: https://doi.org/10.1016/s0377-2217(98)00151-9

zbMATH Keywords

consumer brand associationsnetwork analytic techniques

Mathematics Subject Classification ID

Deterministic network models in operations research (90B10) Marketing, advertising (90B60)

Related Items (1)

Mining twitter lists to extract brand-related associative information for celebrity endorsement

Cites Work

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