Schnittka, Oliver; Sattler, Henrik; Zenker, Sebastian - 2012
John, Loken, Kim, and Monga (2006) have introduced brand concept maps (BCM) as a powerful approach to measure brand … image according to the structure of the underlying brand association networks and reveal the strength and uniqueness of … brand associations. Interestingly, BCM as well as other consumer mapping techniques do not include explicit measures of the …