The purpose of this research is to offer the point which utilizes the brand association network for brand management. For this purpose, the consumer survey was performed four times from the same respondents in order to collect brand association networks.
The following three points became clear from result of this survey
● The brand association network change with time
● The change is not only an addition and disappearance of the association in a network, but also combination of a link, and cutting.
● The relations among associations are not stable, and changes with time. This means that a certain association meaning has also changes with time.
抄録全体を表示