Visualization provides marketers useful insights and helps their decision-making processes by making complicated datasets and results from data analyses easier to interpret (Lurie & Mason 2007). In Essay 1 of my dissertation, in addition to conducting data analyses on brand knowledge structures that are stored as brand associations networks in consumer memory, I also generate visuals of brand image. Some visuals I generated are shown below:

Word Cloud


A word cloud with the 55 brand associations that appear on the brand consensus map for Nike, in which the font size is proportional to the term frequency across brand concept maps (from Essay 1 of my dissertation).