Assessing the corporate brand: The Unique Corporate Association Valence (UCAV) approach
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NANCY SPEARS is Associate Professor of Marketing, College of Business Administration at the University of North Texas, Denton, Texas. She received her PhD from Oklahoma State University. Her articles have appeared in such journals as the Journal of Advertising, Journal of Consumer Psychology, Journal of Psychology & Marketing, and the Journal of Business Research. Her research interests are in consumer behaviour, advertising and sales promotions, and corporate associations.
TOM J. BROWN is Ardmore Professor of Business Administration and a professor of marketing at Oklahoma State University Spears School of Business, Oklahoma State University, Stillwater, Oklahoma. He is co-founder (with Peter A Dacin) of the Corporate Identity/Associations Research Group. He received his PhD from the University of Wisconsin-Madison. His articles have appeared in leading marketing journals including the Journal of Marketing Research, the Journal of Marketing, the Journal of Consumer Research, and the Journal of the Academy of Marketing Science. His current research interests include causes and effects of corporate associations and the customer orientation of service workers. He is co-founder (with Peter A Dacin) of the Corporate Identity/Associations Research Group. Teaching interests include marketing research, services marketing, and corporate communications. He is co-author (with Gilbert A Churchill, Jr) of Basic Marketing Research (5th ed.).
PETER A. DACIN is the Nabisco Brands Professor of Marketing at Queen’s University in Kingston, Ontario, Canada. He received his PhD from the University of Toronto. His primary teaching and research interests lie in consumer/managerial judgment formation, brand equity/dilution, corporate reputation, and research methods and design. He has also published in the area of sales force management. His research has appeared in several leading journals including the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Consumer Research. In addition, he has published in numerous conference proceedings. He has served as the chair of the American Marketing Association’s Consumer Behavior Special Interest Group, serves on the Academic Council of the American Marketing Association, and is cofounder (with Tom Brown) of the Corporate Identity/Associations Research Group.
Keywords
Abstract
Corporate associations; assessing corporate brand
The article introduces a new approach for assessing corporate associations, the Unique Corporate Association Valence (UCAV) measure. The UCAV integrates the quantitative and qualitative approaches with the specific intent of capturing the advantages while avoiding some of the disadvantages of either approach. The initial qualitative and quantitative assessments of the Unique Corporate Association Valence (UCAV) measure support its usefulness as a measure of what people know about companies.
Journal of Brand Management (2006) 14, 5–19. doi:10.1057/palgrave.bm.2550051
Nancy Spears Department of Ma
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