Capturing effects of brand image confusion on the brand image using associative networks: An experimental investigation

Purpose – Contrarily to brand confusion, which refers to situations when consumers buy an
imitator brand thinking that it is the original brand, Brand Image Confusion (BIC) only
implies confusion at the brand image level. BIC occurs when consumers have difficulty
distinguishing brands with closely resembling brand associations (logo, symbol, package
design or other attributes). In this study, we address the lack of an appropriate method to
capture the weakening of brand associations and the creation of unwanted associations as a
result of BIC.
Design/methodology/approach – We first introduce brand concept mapping (BCM), a
powerful approach to measuring the brand image, and argue why this method is more
appropriate than other methods. Subsequently, we investigate in an experiment how consumer
exposure to a new brand with a closely resembling brand name affects their perceptions of the
original brand image.
Findings - Results suggest that, except when the new brand has exactly the same category
and attributes as the original brand, a risk of BIC exists. This risk appears to be moderated by
the consumer's previous experience with the brand.
Originality/value - This article offers advice to academics and managers with respect to
better capturing the consequences of BIC. It shows how the introduction of a brand with a
closely resembling brand name, even if the introduction takes place in another category, may
harm the original brand. Finally, as a result, it implicitly raises the question of the broadening
of the legal trademark dilution concept.