Fig 1.
The interaction of brand associations, brand meaning, product characteristics and product category meaning in the example of two automotive brands.
Fig 2.
Brand names which have also a meaning in Hungarian are omitted.
Table 1.
Properties of the results of the community detection algorithms in the leftmost column.
Modularity was only computed for Blondel’s (non-overlapping) algorithm. For directed hub-percolation, only out-neighborhood was considered when calculating these metrics. Overlapping algorithms are marked in italic text.
Fig 3.
Community around the Hungarian word m´arka.
The Hungarian word m´arka has a double meaning. On one side, m´arka means ‘brand’ in Hungarian, with the associations Coca-Cola, Nike and adidas. On the other side, Ma´rka is a brand name of a soft drink in Hungary, with the association meggy = ‘sour cherry’; a flavor of the soft drink. Min˝os´egi = ‘of good quality’.
Fig 4.
a) The community around mineral waters with LEMON (containing 7 mineral water brands); b), c) the direct connections of the mineral water brands Theodora and Szentkirályi in the database (ásványvíz = mineral water, víz = water).
Fig 5.
a) The direct connections of Ferrari; b) the community around Ferrari with LEMON.
Fig 6.
Brands as part of the encyclopedic layer.
Fig 7.
A community centered around the concept of ‘mineral water’.