The Impact of Semantic Vs. Lexical Relations on the Strength of Inter-Brand Linkages

Jing Lei, University of Ontario Institute of Technology, Canada
Niraj Dawar, University of Western Ontario, Canada
Brands in consumers’ memory can be linked by both semantic similarities such as common product attributes (e.g., KitKat-Smarties) and lexical similarities such as phonetically or orthographically similar brand names (e.g., Nescafe-Nestea). We propose that brand linkages based on these two types of relations have different levels of strength, depending on the manner in which brand information was learned. Specifically, we propose that semantic linkages will be stronger when consumers learn interrelations between brands in a high task involvement condition, whereas lexical linkages will be stronger when consumers rely on heuristics to associate brands in a low task involvement condition.
[ to cite ]:
Jing Lei and Niraj Dawar (2009) ,"The Impact of Semantic Vs. Lexical Relations on the Strength of Inter-Brand Linkages", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 992-993.