Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations.

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes

Assessing Brand Image through Communalitites and Asymmetries Brand-to-Attribute and Attribute-to-Brand Associations.

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations. Information on these associations arise from two ways of collecting data respectively: brand-by-brand evaluations of all attributes and attribute-by-attribute evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalitites as well as asymmetries between brand-to-attribute and attribute-to-brand associations. The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes.

Dynamic perceptual mapping

Perceptual maps have been used for decades by market researchers to illuminate them about the similarity between brands in terms of a set of attributes, to position consumers relative to brands in terms of their preferences, or to study how demographic and psychometric variables relate to consumer choice. Invariably these maps are two-dimensional and static. As we enter the era of electronic publishing, the possibilities for dynamic graphics are opening up. We demonstrate the usefulness of introducing motion into perceptual maps through four examples. The first example shows how a perceptual map can be viewed in three dimensions, and the second one moves between two analyses of the data that were collected according to different protocols. In a third example we move from the best view of the data at the individual level to one which focuses on between-group differences in aggregated data. A final example considers the case when several demographic variables or market segments are available for each respondent, showing an animation with increasingly detailed demographic comparisons. These examples of dynamic maps use several data sets from marketing and social science research.Animation, brand-attribute maps, correspondence analysis, multidimensional scaling, perceptual map, visualization

Analisis Pengaruh Brand Communication Dan Brand Image Terhadap Brand Trust Semen Tiga Roda Di Jawa Timur

The brand plays an important role at the moment so the brand communication must be done fairly and accurately. Due to the communication will help brand to strengthen the brand image to convince the customer to trust the brand (brand trust). This study aimed to analyze the effect of brand communication and brand image to brand trust Tiga Roda cement in East Java. This study will be conducted by distributing questionnaires of 100 retailer who sell Tiga Roda cement. Analysis techniques that will be used is quantitative analysis techniques with Smart - PLS method. The research proves that the brand communication has a positive influence on brand image, brand communication has a positive influence on brand trust, and brand image have a positive impact on brand trust

Multiattribute perceptual mapping with idiosyncratic brand and attribute sets

This article proposes an extremely flexible procedure for perceptual mapping based on multiattribute ratings, such that the respondent freely generates sets of both brands and attributes. Therefore, the brands and attributes are known and relevant to each participant. Collecting and analyzing such idiosyncratic datasets can be challenging. Therefore, this study proposes a modification of generalized canonical correlation analysis to support the analysis of the complex data structure. The model results in a common perceptual map with subject-specific and overall fit measures. An experimental study compares the proposed procedure with alternative approaches using predetermined sets of brands and/or attributes. In the proposed procedure, brands are better known, attributes appear more relevant, and the respondent's burden is lower. The positions of brands in the new perceptual map differ from those obtained when using fixed brand sets. Moreover, the new procedure typically yields positioning information on more brands. An empirical study on positioning of shoe stores illustrates our procedure and resulting insights. Finally, the authors discuss limitations, potential application areas, and directions for research

The mediation of customer satisfaction and moderation of Price: Evidence from the generation Y users of cell phones

The purpose of conducting this study is to identify and explain the drivers of brand loyalty with customer satisfaction as mediator and the role of pricing because Pakistan’s market is flooded with the presence of imported or refurbished cell phones. The research is focused on generation Y of Pakistani consumers. It is recommended that cell phone companies operating in urbanized developing societies must give due importance for activities that would ensure customer satisfaction and price, if they want to have committed customers in their targeted markets where there is a surge of refurbished/imported cell phones. The study will contribute to the literature of where customer satisfaction acts as mediator and price as moderator between customer satisfaction and brand loyalty. The importance of customer satisfaction and price in brand loyalty model increases the scope and hence it adds the value to the literature

The mediation of customer satisfaction and moderation of Price: Evidence from the generation Y users of cell phones

The purpose of conducting this study is to identify and explain the drivers of brand loyalty with customer satisfaction as mediator and the role of pricing because Pakistan’s market is flooded with the presence of imported or refurbished cell phones. The research is focused on generation Y of Pakistani consumers. It is recommended that cell phone companies operating in urbanized developing societies must give due importance for activities that would ensure customer satisfaction and price, if they want to have committed customers in their targeted markets where there is a surge of refurbished/imported cell phones. The study will contribute to the literature of where customer satisfaction acts as mediator and price as moderator between customer satisfaction and brand loyalty. The importance of customer satisfaction and price in brand loyalty model increases the scope and hence it adds the value to the literature

Revealing doctors' prescribing choice dimensions with multivariate tools: A perceptual mapping approach

This article explores the use of multivariate techniques to build perceptual maps that show the perceived competitive positions of a set of ethical drugs. The data were drawn from a commercial panel of 283 family doctors working for the UK National Health Service. Factor analysis was applied to identify the main dimensions used by doctors to perceive and evaluate antihypertensive brands. Perceptual maps showing the competitive positions of 14 antihypertensives were produced using the factor scores of the medicines. Multiple regression analysis enabled the relative importance of each perceptual dimension to be determined. The results reveal that doctors use a small number of perceptual dimensions to evaluate competitive antihypertensive drugs, namely: 'medical support', 'long term efficacy', and the 'additional beneficial effects' provided by the brand. The implications for marketing managers in the ethical pharmaceutical industry are explained and ways in which the perceptual analysis can be used to guide strategic marketing decisions considered

Asociaciones de marca en una relación deportivo-empresarial: goles de 2.500.000 €

Comunicación presentada en Aemark 2011, XXIII Congreso Nacional de Marketing, Castellón, 14-16 septiembre 2011.Las marcas globales que emergen en el mundo de los deportes son cada vez más comunes, y las empresas invierten en el ámbito de los deportes, por lo general, a través de iniciativas de patrocinio, para obtener un vínculo con estas marcas globales. Más allá del mero vínculo alcanzado con estas acciones de patrocinio, cabe preguntarse el efecto que puede tener en la marca de una empresa el hecho de realizar un “compromiso personal” para entrar en el núcleo de un equipo deportivo de renombre. Se propone un modelo conceptual que muestra que la implicación personal del cabeza visible de una empresa en un club deportivo puede tener un impacto positivo en el valor de la empresa -vía asociaciones de marcas-. La aplicación empírica se realiza en el Real Madrid, durante un período de 1.409 días y mediante el análisis de los 215 partidos jugados; se evidencia que el rendimiento del club en el terreno de juego tiene un impacto significativo sobre la rentabilidad económica de la empresa de su presidente, con efectos asimétricos en el valor de la empresa siguiendo el patrón de "aversión a la pérdida": el efecto negativo en el valor de la empresa derivado de perder un partido es mayor que el efecto positivo de ganarlo

Assessing brand image through communalities and asymmetries in brand-to-attribute and attribute-to-brand associations

Brand image is a key component of customer-based brand equity, and refers to the associations a consumer holds in memory. Such associations are often directional; one should distinguish between brand-to-attribute and attribute-to-brand associations, Information on these associations arise from two ways of collecting data, respectively: brand-by-brand evaluations of all attributes and attribute-by-attributes evaluations of all brands. In this paper, the authors present a methodological approach, namely correspondence analysis of matched matrices, to assess the communalities as well as asymmetries between brand-to-attribute and attribute-to-brand associations. This allows studying whether or not there is match in a brand's positioning (brand-to-attribute associations) and relative advantage (attribute-to-brand associations). The methodology results in perceptual maps visualizing brand image. The approach is illustrated in an empirical market research project in which two samples of consumers evaluated ten brands of deodorants and eleven attributes. The stability of the solution is examined using bootstrap resampling procedures. (C) 2008 Elsevier B.V. All rights reserved