[en] This paper is aiming to expand the literature on consumption constellation by bridging the gap
with the goal-oriented perspective and cognitive networks. We emphasize how brands could
be considered as complementary means to reach high-level goals following the consumption
constellation theory. This research also extend the knowledge on segmentation, first by
recommending segmentation based on goals and means, and secondly by providing an
operational method to capture these segments.
Practically, we first collected data on the consumers’ hierarchy of goals in order to build a
typology of goals and relate them to the consumers’ lifestyles. Secondly, brand constellations
were elicited and mapped by the consumers, using brand concept mapping. Thirdly, network
analytics were used to interpret the networks.
Research Center/Unit :
HEC ULiège
Disciplines :
Marketing
Author, co-author :
Brandt, Céline ; Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Hammedi, Wafa ; Facultés Universitaires Notre-Dame de la Paix - Namur - FUNDP
Language :
English
Title :
Using Brand constellation to segment the market: a goal systemic perspective
Publication date :
03 April 2013
Number of pages :
12
Event name :
8th Global Brand Conference of the Academy of Marketing's Brand, Identity and Corporate Reputation Special Interest Group
Event organizer :
Academy of marketing
Event place :
Porto, Portugal
Event date :
3-5 April 2013
Audience :
International
Name of the research project :
Associative networks in marketing: brand image, reputation and stereotypes
