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首页> 外文期刊>Journal of Business Research >Intended brand associations: Do they really drive consumer response?
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Intended brand associations: Do they really drive consumer response?

机译：预期的品牌协会：它们是否真正推动了消费者的反应？

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摘要

Brand managers exhibit considerable effort to define intended brand associations to anchor in consumers' minds. They follow a credo deeply rooted in branding literature: intended brand associations drive consumer response and brand equity. This article investigates the benefits of a strong overlap of actual consumer brand associations and management-intended brand associations (brand association match). The article presents results from two large-scale studies (3353 and 1201 respondents) involving one consumer goods and one service brand with multiple operationalizations of consumer response (attitudinal and behavioral). The results show that consumers with high brand association match show more positive brand response. However, after accounting for the valence of associations match does not add explanatory power. This outcome challenges a key foundation of brand management. The discussion identifies reasons why match may not be necessary to achieve response and provides arguments why the results do not imply free play for brand managers.
机译：品牌经理付出巨大的努力来定义预期的品牌联想，以吸引消费者的思想。他们遵循着根深蒂固于品牌文献的信条：有意的品牌协会推动消费者的反应和品牌资产。本文研究了实际的消费者品牌关联和管理型品牌关联（品牌关联匹配）之间的高度重叠所带来的好处。本文介绍了两项大规模研究（3353和1201名被调查者）的结果，这些研究涉及一种消费品和一个服务品牌，并且对消费者的反应（态度和行为）进行了多种操作。结果表明，品牌关联度高的消费者对品牌的反应更为积极。但是，在考虑了关联价后，匹配不会增加解释力。这一结果挑战了品牌管理的关键基础。讨论确定了为获得响应可能不一定需要匹配的原因，并提供了为什么结果不暗示品牌经理自由发挥的理由。

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