The Impact of Brand Consensus on Brand Response

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The Impact of Brand Consensus on Brand Response

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Title: The Impact of Brand Consensus on Brand Response
Do homogeneous brand associations benefit the brand?
Author: Koll, Oliver; von Wallpach, Sylvia; Platzgummer, Sophia
Abstract: 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.
URI: http://hdl.handle.net/10398/8682
Date: 2013-04-29
Notes: paper presented at the 41st EMAC Conference 2012, Lisbon.

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