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Brands, networks, communities: How brand names are wired in the mind
Savaria Department of Business Administration, Faculty of Social Sciences, Eötvös Loránd University, Szombathely, Hungary.
Luleå University of Technology, Department of Computer Science, Electrical and Space Engineering, Embedded Internet Systems Lab.ORCID iD: 0000-0002-0322-8698
Innorenew CoE, Izola, Slovenia; Faculty of Mathematics, Natural Sciences and Information Technologies, University of Primorska, Koper, Slovenia; Gyula Juhász Faculty of Education, University of Szeged, Szeged, Hungary.
Innorenew CoE, Izola, Slovenia; Andrej Marušič Institute, University of Primorska, Koper, Slovenia; Gyula Juhász Faculty of Education, University of Szeged, Szeged, Hungary.ORCID iD: 0000-0002-7547-1128
2022 (English)In: PLOS ONE, E-ISSN 1932-6203, Vol. 17, no 8, article id e0273192Article in journal (Refereed) Published
Abstract [en]

Brands can be defined as psychological constructs residing in our minds. By analyzing brand associations, we can study the mental constructs around them. In this paper, we study brands as parts of an associative network based on a word association database. We explore the communities–closely-knit groups in the mind–around brand names in this structure using two community detection algorithms in the Hungarian word association database ConnectYourMind. We identify brand names inside the communities of a word association network and explain why these brand names are part of the community. Several detected communities contain brand names from the same product category, and the words in these categories were connected either to brands in the category or to words describing the product category. Based on our findings, we describe the mental position of brand names. We show that brand knowledge, product knowledge and real word knowledge interact with each other. We also show how the meaning of a product category arises and how this meaning is related to brand meaning. Our results suggest that words sharing the same community with brand names can be used in brand communication and brand positioning.

Place, publisher, year, edition, pages
PLOS , 2022. Vol. 17, no 8, article id e0273192
National Category
Other Computer and Information Science
Research subject
Machine Learning
Identifiers
URN: urn:nbn:se:ltu:diva-92719DOI: 10.1371/journal.pone.0273192ISI: 000892273100059PubMedID: 36006965Scopus ID: 2-s2.0-85136973331OAI: oai:DiVA.org:ltu-92719DiVA, id: diva2:1691819
Projects
InnoRenew CoE; Applied AI Digital Innovation Hub North
Funder
EU, Horizon 2020, 739574European Regional Development Fund (ERDF)
Note

Validerad;2022;Nivå 2;2022-09-02 (hanlid);

Funder: Slovenian Research Agency, ARRS (N2-0171)

Available from: 2022-08-31 Created: 2022-08-31 Last updated: 2023-02-28Bibliographically approved

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Bota, András

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