One pie, many recipes : Alternative paths to high brand strength

International audienceBrand strength, defined as an evaluative or behavioral response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favorability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline and toothpaste. The study combines multiple regression analysis (MRA) and fuzzy-set qualitative comparative analysis (fsQCA) to gain a nuanced understanding how distinct combinations of brand association characteristics influence brand strength. The findings illuminate complex brand-association configurations that drive brand equity and contribute to the development of a theory of brand strength and its drivers. Such a theory serves managers who position their brands in the marketplace and aids companies' brand building activities.