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

Brand 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...