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Associative Networks: A New Approach to Market Segmentation

2011; SAGE Publishing; Volume: 53; Issue: 2 Linguagem: Inglês

10.2501/ijmr-53-2-187-208

2515-2173

Caroline Brandt, Charles Pahud de Mortanges, Christian Bluemelhuber, Allard C.R. van Riel,

Digital Marketing and Social Media

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. This paper then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the authors introduce a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton's Ice Tea brand associations are extracted and utilised as an input for the creation of 160 individual associative networks. These networks are first aggregated to measure the brand reputation and subsequently clustered into six segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication.