Measuring Asymmetries in Brand Associations Using Correspondence Analysis

UPF Economics and Business Working Paper No. 630

26 Pages Posted: 21 Oct 2003

See all articles by Michael Greenacre

Michael Greenacre

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences

Anna Torres Lacomba

Universidad Carlos III de Madrid - Department of Business Administration

Abstract

Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated with evoked brands, and brand-attribute associations where brands are associated with the attributes. An application to a sample of deodorants is used to illustrate the proposed methodology.

Keywords: Brand dominance, attribute dominance, measure of assymetries, correspondence analysis

JEL Classification: C19, C88

Suggested Citation

Greenacre, Michael John and Torres Lacomba, Anna, Measuring Asymmetries in Brand Associations Using Correspondence Analysis. UPF Economics and Business Working Paper No. 630, Available at SSRN: https://ssrn.com/abstract=394283 or http://dx.doi.org/10.2139/ssrn.394283

Michael John Greenacre (Contact Author)

Universitat Pompeu Fabra - Faculty of Economic and Business Sciences ( email )

Ramon Trias Fargas 25-27
Barcelona, 08005
Spain
34 93 542 25 51 (Phone)
34 93 542 17 46 (Fax)

Anna Torres Lacomba

Universidad Carlos III de Madrid - Department of Business Administration ( email )

Calle Madrid 126
Getafe, Madrid, Madrid 28903
Spain

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