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Int. Journal of Market Research
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Brand measurement scales and underlying cognitive dimensions
Marco Visentin, Mariachiara Colucci and Gian Luca Marzocchi, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 43-57
The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps.
The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.
Pre Market Evaluation of New Consumer Durable Brands in Asian Markets: An Innovative and Transparent Prediction Methodology
K. Vijayakumar, Raghavan Srinivasan , Mahesh Agarwal and Dadang Arie Stiawan, ESOMAR, Asia Pacific, Kuala Lumpur, April 2010
This presentation discusses the different challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets.
This presentation discusses the different challenges in developing a reliable methodology for pre market evaluation of consumer durables in Asian markets. It presents in detail an innovative and transparent prediction methodology and its application for a new motorcycle brand from TVS Indonesia. It will also explain how this methodology can be adapted and applied for a wide range of consumer durables. Suggestions for refinement and further development of this methodology included.
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