Using Known Patterns in Image Data to Determine Brand Positioning
Jenni Romaniuk and Byron Sharp1Marketing Science Centre, University of South Australia
The effect of usage on image responses is a welldocumented phenomenon. Whether people say that a brand has a given attribute largely depends on whether or not they buy the brand (Barwise & Ehrenberg 1985). Users of a brand are more likely to give an image response in a brand/corporate image survey than former users and those who have never used the brand. Thus, bigger brands (those with more users) get more image responses...