Jerry Seinfeld

exploring human brand associations

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages8
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand
Period29/11/101/12/10

Keywords

  • brand associations
  • human brands
  • positioning
  • co-branding
  • brand equity

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