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We got a crush on you(th)! involving influential Gen Y'ers from 15 global cities to learn why something is cool
Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck, ESOMAR, Qualitative, Vienna, November 2011
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers. This paper explores what drives this fickle, youthful generation and how global brands can connect with it. The paper highlights the key dimensions behind cool brands - which it formulates into a brandCRUSH model - derived from a research community connecting urban youth in 15 different cities around the globe. It concludes that to stay hot and follow the current evolutions among this youth generation, cool brands need to connect on a deep and individual emotional level.
The effects of product-harm crisis on brand performance
Baolong Ma, Lin Zhang, Fei Li and Gao Wang, International Journal of Market Research, Vol. 52, No. 4, 2010, pp. 443-458
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure.
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure. This research is based on panel data on milk powder sales during the Nestlé product-harm crisis in China. The NBD-Dirichlet model is used to evaluate the performance of Nestlé and other leading milk powder brands before, during and after the crisis. Our data show that product-harm crises disturb the market structure and change customer behaviour. While a product-harm crisis had a negative effect on Nestlé’s brand performance, it created opportunities for other brands. Overall, our analysis shows that the NBD-Dirichlet model is a valid tool for monitoring the performance changes of both crisis brand and other non-crisis brands during a product-harm crisis. The managerial implications are also discussed.
Consumer-based brand equity conceptualisation and measurement: a literature review
George Christodoulides and Leslie de Chernatony, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 43-66
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper.
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper. To address this gap, this paper brings together the scattered literature on consumerbased brand equity’s conceptualisation and measurement. Measures of consumerbased brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.
Effects of different types of perceived similarity and subjective knowledge in evaluations of brand extensions
Leif E. Hem and Nina M. Iversen, International Journal of Market Research, Vol. 51, No. 6, 2009, pp. 797-818
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace.
The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.
How to improve brand tracking research: A frozen pizza case study
Keith Chrzan and Douglas Malcolm, International Journal of Market Research, Vol. 51, No. 6, 2009, pp. 723-733
The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable enhancement of brand tracking practice.
The practice of brand tracking research has changed little in the past 30 years. Methodological advances in choice modelling, not typically applied to brand tracking, represent a potentially valuable enhancement of brand tracking practice. A case study of frozen pizza brand choice illustrates the possibilities, with particular attention paid to the MNL and lexicographic models.
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