Management Slant

Provides a bullet-point summary of key learnings and conclusions from the main articles in JAR issue 45,1 (2005).

Management Slant

VOL. 45 • NO. 1 MARCH 2005

9 MANAGING BRAND EXPERIENCE: THE MARKET CONTACT AUDIT™

AMITAVA CHATTOPADHYAY and JEAN-LOUIS LABORIE

  • There is an association between BES™ and market share: across the categories, the data show that the correlation between BES™ and market share is .80 or greater

  • Different brand contacts are differentially influential for consumers who are adopters of a brand versus those who are occasional users

  • Distinct sets of contacts work more effectively for building an attitude and precipitating behavior: Mass media contacts, such as TV and print, work well in the...

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