Quantifying qualitative data: a novel approach to measure brand associations

The branding literature suggests that not all brand associations are equal and the strength, uniqueness and valence of brand associations need to be considered when measuring brand associations (Keller 1993). We provide an approach to address all these dimensions simultaneously. Using a pilot study, uniqueness of brand associations is determined by coding associations into several mutually exclusive meaning components. The serial order of free association elicitation is used to assess association strength. This serial order, combined with a measure of valence, is used to create a quantification of open-ended brand associations called a “Weighted Valence Index” (WVI). Then, the WVI is used to predict brand attitudes

The benefits of quantifying qualitative brand data : a mixed-method approach for converting free brand associations to a brand equity index

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller's work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a 'weighted valence index' (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure.30 page(s

The benefits of quantifying qualitative brand data

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller\u27s work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a \u27weighted valence index\u27 (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure