Exploring market barriers

This paper shows how the market barriers that brands face can be measured in combination with attitudinal equity to produce a close estimation of market share and a means to determine the relative success individual brands are having in dealing with business challenges in a common market.

Exploring market barriers

Saahier Parker

Human Sciences Research Council

Belinda Don

Kantar Health Oncology Centre

Kyle McLoughlin

Synovate Germany


There has been a great deal of research in the last half century in the field of attitudinal equity. A wealth of data about how individuals feel about brands has been collected over this period. However, no systematic approach has been taken to quantify the factors that (a) prevent individuals from purchasing the products towards which brand loyalty is felt and expressed, or (b) cause individuals to buy products that they would not ideally like to purchase. The spurious aspect...

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