Despite the widespread application of computer-aided interviews in both marketing research and practices, computer-based mapping has not been tested empirically in the brand image measurement context. We compare traditional poster-board and computer-based mapping using the Brand Concept Maps approach. Our results show that consumers who use computer-based mapping build valid and reliable brand association networks. Moreover, we validate the computer-based mapping by using representative online samples. Overall, the results suggest that the computer-based approach extends the flexibility and applicability of brand association mapping by enabling independence from stationary test studios.

中文翻译：

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基于计算机的品牌概念图的好处

尽管计算机辅助访谈在营销研究和实践中得到了广泛的应用，但基于计算机的制图尚未在品牌形象测量环境中进行经验测试。我们使用“品牌概念图”方法比较了传统的海报板和基于计算机的映射。我们的结果表明，使用基于计算机的映射的消费者可以建立有效且可靠的品牌关联网络。此外，我们通过使用代表性的在线样本验证了基于计算机的映射。总体而言，结果表明，基于计算机的方法可实现与固定测试工作室的独立性，从而扩展了品牌关联映射的灵活性和适用性。