Understanding of Consumer Image by Respondent Association Network Method

Abstract

The understanding of consumer product and brand image is vital to the implementation of marketing. The understanding of consumer image through associative networks in particular allows for a deep understanding of the relationships between associations and provides effective business hints. In this study a new research method for understanding consumer images through associative networks was proposed and an empirical study was held to determine the effectiveness of this proposed method. Analyzing the survey results showed that the associations obtained by having participants create associative networks are sufficient for use in marketing purposes, as intended.