Jerry Seinfeld: exploring human brand associations

Jasmina Ilicic; Cynthia M. Webster

Jerry Seinfeld: exploring human brand associations

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-branding partnership with a regional Australian financial institution. Results of the study identified strong and unique attribute and attitude associations in consumers' knowledge networks linked to the Jerry Seinfeld brand. These findings have implications for the co-branding partner in terms of the development of strategic positioning focusing on the partners positive salient human brand associations. Interestingly, benefit associations were not identified in this study, suggesting that other methods may be more appropriate in eliciting consumer brand associations for human brands.

Original language	English
Title of host publication	ANZMAC 2010
Subtitle of host publication	proceedings : doing more with less
Editors	Paul Ballantine, Jörg Finsterwalder
Place of Publication	Christchurch, New Zealand
Publisher	University of Canterbury
Number of pages	8
ISBN (Print)	9780473178208
Publication status	Published - 2010
Event	Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2010)
City	Christchurch, New Zealand
Period	29/11/10 → 1/12/10

Keywords

brand associations
human brands
positioning
co-branding
brand equity

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title = "Jerry Seinfeld: exploring human brand associations",

abstract = "This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-branding partnership with a regional Australian financial institution. Results of the study identified strong and unique attribute and attitude associations in consumers' knowledge networks linked to the Jerry Seinfeld brand. These findings have implications for the co-branding partner in terms of the development of strategic positioning focusing on the partners positive salient human brand associations. Interestingly, benefit associations were not identified in this study, suggesting that other methods may be more appropriate in eliciting consumer brand associations for human brands.",

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author = "Jasmina Ilicic and Webster, {Cynthia M.}",

year = "2010",

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editor = "Paul Ballantine and J{\"o}rg Finsterwalder",

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T2 - Australian and New Zealand Marketing Academy Conference (2010)

AU - Ilicic, Jasmina

AU - Webster, Cynthia M.

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N2 - This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-branding partnership with a regional Australian financial institution. Results of the study identified strong and unique attribute and attitude associations in consumers' knowledge networks linked to the Jerry Seinfeld brand. These findings have implications for the co-branding partner in terms of the development of strategic positioning focusing on the partners positive salient human brand associations. Interestingly, benefit associations were not identified in this study, suggesting that other methods may be more appropriate in eliciting consumer brand associations for human brands.

AB - This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-branding partnership with a regional Australian financial institution. Results of the study identified strong and unique attribute and attitude associations in consumers' knowledge networks linked to the Jerry Seinfeld brand. These findings have implications for the co-branding partner in terms of the development of strategic positioning focusing on the partners positive salient human brand associations. Interestingly, benefit associations were not identified in this study, suggesting that other methods may be more appropriate in eliciting consumer brand associations for human brands.

KW - brand associations

KW - human brands

KW - positioning

KW - co-branding

KW - brand equity

M3 - Conference proceeding contribution

SN - 9780473178208

BT - ANZMAC 2010

A2 - Ballantine, Paul

A2 - Finsterwalder, Jörg

PB - University of Canterbury

CY - Christchurch, New Zealand

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ER -