Objectives: Brand image measurement

 

This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked ...

One of the key objectives of advertising is to influence the perceptions customers hold about a brand in their memory. Therefore, when assessing the effectiveness of an advertising campaign, researche ...

This paper presents research into a method for deriving a consumer relevant emotional image set for a traditionally “functional” product category such as Fabric Softeners. It begins by deconstructing ...

Robert Passikoff, president of Brand Keys Inc, argues that marketers should question the value of overhauling their logo, first by asking how much it contributes to brand behaviour. He reports on find ...

Fergus Hampton, CEO of Millward Brown Precis, argues that the speed and importance of the internet as an unregulated information source requires companies and brands to continuously monitor what is be ...

The symbolic effect of brands has often been studied via two constructs: selfcongruity and brand personality. Though both constructs have received much examination in the past, few, if any, comparison ...

Several different approaches have been used to undertake Importance-Performance Analysis (IPA), aka quadrant analysis or gap analysis. This study compares methods across 15 datasets and finds that the ...

To enrich the limited and recent work in existence on relational phenomena in the consumer-brand domain, the authors focus on the concept of brand trust. The non-existence of a wider accepted measure ...

While investigations into brand image have been plentiful, the study of negative brand image attributes has been rare. Replicated multi-brand studies are rare in any academic publication, but extremel ...

An implicit assessment strategy is outlined as a new method for the assessment of advertising and branding effects. It significantly extends currently available methods by allowing quick, easy, and un ...

Advertisers seeking to gain a genuine understanding of any category or market need to be able to assess the strength of their own brand and those of their competitors. Successfully comparing brands an ...

A very large proportion of total response to brand image survey questions is due to a measurement effect rather than to perceptions that existed prior to the questions being asked. Guided by a cogniti ...

The effect of usage on image responses is a well-documented phenomenon. Whether people say that a brand has a given attribute largely depends on whether or not they buy the brand (Barwise & Ehrenberg ...

Describes and illustrates the research technique of `laddering' as applied to financial services. Laddering is an in-depth interviewing method which elicits connections between consumers and brands, f ...

Discusses `brand meaning': the qualities of the brand which, perceived, give it its value. Problems of measuring and tracking changes in brand meaning. Describes Research International's Brand Relatio ...