Author(s): Subrata Kumar Mitra
The objective of the paper is to analyze the non-linearity in the relationship between the overall brand value and various brand associations using a quantile regression approach, so that, the influences of brand value determinants at different quantiles can be better understood. In addition to fitting a linear quantile model in line with the methodology proposed by Koenker & Bassett (1978), the paper applied two approaches. The first one is the inclusion of a quadratic variable in the quantile model that can capture the changing relationship better than linear line fitting. Similarly, instead of a single straight line, lines with different slopes were fitted. Investigating brand relationships with the quantile approach can be particularly useful in marketing studies