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Publications

One pie, many recipes: Alternative paths to high brand strength

Brand strength, defined as an evaluative or behavioural response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favourability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline

Stakeholder Theory

Change your perspective: Marketing should not focus on customers only Marketing has traditionally had a rather restrictive focus on customers. In the lead article of the July issue of Journal of the Academy of Marketing Science, Bas Hillebrand, Paul H. Driessen and Oliver Koll present a

Intended brand associations

Koll und von Wallpach focus on a specific facet of brand associations, brand association match (i.e., the degree of overlap between managerially intended and actual consumer brand associations) and its effect on brand response. Marketing research and brand management practice emphasize the importance of brand

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others. Brand Managers need to get access to and understand these complex multi-layered and multi-sensory brand meanings. Multi-Sensory Sculpting® is an

Destination discount

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands into a discount assortment will benefit both the manufacturers and the discounters: manufacturers and discounters attract more new customers with brands for which market penetration is still modest discounters gain more from

Low Brand Association Stability

Koll and Kreuzer discuss two reasons for low brand association stability: (1) method (comparing feature lists and free associations) and (2) context. The nature of feature lists neglect the core idea of branding which calls for the creation of unique brand-specific associations in order to

Multi-Method Research

The attitudes and behaviours of consumers towards a brand are influenced by what consumers know and think consciously and unconsciously about the brand. The article by Koll, von Wallpach and Kreuzer considers the value of using three approaches to assess brand knowledge: free association technique, storytelling,

The heterogeneity of intra‐brand knowledge

What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response of customers (and vice versa). Koll and von Wallpach identify how customer segments of one

Win-win strategies at discount stores

Deleersynder, Dekimpe, Steeenkamp and Koll adress the issue that well-known discounters extend their assortment with attractive national brand offerings. The reason behind this strategy of discounters is to differentiate themselves from other discounters, build stronger and more sustainable consumer relations and thereby moving beyond a