Do homogeneous brand associations benefit the brand?
Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia(Frederiksberg, 2012)
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Resume:
Brand associations have been linked to brand response in numerous ways. Much
research has focused on the number, valence and uniqueness of brand associations. This
paper focuses on another association facet which managerially-oriented brand literature
frequently highlights as a sign of brand strength: Brand consensus, that is, the degree to
which people elicit the same associations when confronted with a brand. We introduce
two meaningful operationalizations of consensus (group- and individual-level) and
discuss and test the link between consensus and brand response. Our results, which are
based on a large-scale study for an international luxury brand, show that for individual
consumers high levels of brand consensus tend to foster positive brand response whereas
for a group as a whole too much brand consensus tends to be detrimental.
