A latent allocation model for brand awareness and mindset metrics

Mindset metrics, the measurement of consumers' perceptions, attitudes, and intentions, have a long tradition in marketing, particularly in advertising and branding.

Introduction

Mindset metrics, the measurement of consumers' perceptions, attitudes, and intentions, have a long tradition in marketing, particularly in advertising and branding (Palda, 1966; Priyanka, 2013). In brand equity, mindset variables have been...