Consumer analysis: Brand choice modelling

 

Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effec ...

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of product ...

Quantitative market research typically ends with a summary of strategic options. However, in most cases the client is left with poor or no quantification of specific recommended actions; making it dif ...

Consumers choose brands by rapid elimination of those that do not meet their needs. Advertisers must survive this by ensuring that their brand complies with what the product `must have' (or `must not ...

Information Acceleration (IA) is a series of techniques for simulating consumers' `virtual' exposure to new products before the products themselves have been developed. IA is used by companies to fore ...

Using data from North America and Western Europe, the authors of this paper demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based ...

Michael Lieberman, founder and president of Multivariate Solutions, describes ‘discrete-choice’ analysis and explains how this research technique can be used to measure and evaluate brand equity (the ...

Taylor Nelson Sofres has an in-house tool, the ‘Conversion Model’, which allows prediction of the evolution of radio audience in the case of future competition. Applied in Belgium to the Dutch radio m ...

Recently, Balakrishnan and Jacob (1996) have proposed the use of Genetic Algorithms (GA) to solve the problem of identifying an optimal single new product using conjoint data. Here we extend and evalu ...

This paper summarises the results of an investigation of willingness to pay (WTP) for new vaccines. The vaccines considered are for infections with several subtypes. One option is to cover a broad com ...

This paper describes a case study designed to demonstrate the feasibility of building a linked decision model based on the implications of distributed decision-making in healthcare, and thus to provid ...

This is an adaptation from John Grant's book 'After Image - Mind-Altering Marketing'. It reviews what he calls the old paradigm which emphasised the power of image and the idea of the image adding va ...

A model of the process of brand equity is proposed that depicts brand reputation as a mediator of the effect of brand advertising, brand familiarity, and brand uniqueness on brand equity outcomes. Bra ...

As a company introduces multiple products, there is a substantial risk that the products will confuse consumers, cannibalize one another or erode the brand's equity. The goal, then, must be to develop ...

Argues that the conventional models of consumer decision-making often used in market research, based on assumptions of rationality and maximising utility, do not match the reality of the marketplace. ...

Integrated marketing communication should actively reinforce agreed brand values in any dialogue with the market and should be measured by its short and long-term effects on consumer behaviour. Effor ...

Why is it so self evident that the US e-commerce retail model will sweep through Europe when so many aspects of markets differ from one continent to another ? Rather than aiming to eliminate visits t ...

Argues that, to maximise effectiveness of global brands in local markets, a 'common language' for understanding consumers is needed. The Conversion Model enables one to understand the relationships co ...

The story of the failure of the grandiose Ford Edsel is well known. A detail of the story is that, in the Boardroom (before the Edsel was launched), advertising consultant William Stephenson had been ...

This paper presents a unified model of brand choice and category demand calibrated at the household level. The framework is grounded in utility theory and incorporates two important consumer decisions ...

While many American researchers hold strongly to the belief that advertising works by changing brand imagery/attitudes, there is a minority opinion that believes that in established categories, advert ...

Modelling brand demand at the level of individual choice decisions is a central issue in market research and the multinominal logit has become a predominant framework. But the uniform patterns of bran ...

Discrete choice analysis has become a popular marketing research technique in recent years. Aggregate discrete choice models have traditionally been used, by necessity: these assume that all responden ...

Discusses single-source data, defined as a database containing more than one item of information and allowing cross-analysis of these items: in marketing, specifically product and media data. The arti ...

The authors investigate the empirical generalizability of existing brand extension research results. Beyond the paper’s implications for brand extension research, it also underscores the need for data ...

Emphasises the importance of appropriate strategic behaviours (customer- and competitor-orientation, etc) and suitable targeting (to innovators, early adopters, etc) in achieving superior performance. ...

The article addresses the link between private-label success and economic expansion/contraction. Though a correlation is identified between private label share and the state of the economy, consumers ...

The paper identifies conditions that activate animosity feelings and in turn affect global consumers’ choices. Experiments in two countries tested the effects of a movie’s country of origin and consum ...

The authors suggest several extensions to the model of consumer learning in conjoint analysis suggested in their earlier paper, published in the same edition of JMR. They propose an integration of new ...

This brief paper provides comments on the 2004 paper by Bradlow, Hu and Ho (published in the same edition of JMR), and concludes that it represents an excellent demonstration of the advantages of comb ...