Robust Measures of Consumer Brand Beliefs

Robust Measures of Consumer Brand Beliefs

Three measures of consumers' beliefs about different attributes of competitive brands of packaged goods-free choice, scaling, and ranking-are found to place the brands in the same relative positions on each attribute dimension. In addition, gradients by the recency or frequency of claimed brand...

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Veröffentlicht in:Journal of marketing research 1990-11, Vol.27 (4), p.477-484
Hauptverfasser: Barnard, Neil R., Andrew S. C. Ehrenberg
Format: Artikel
Sprache:eng
Schlagworte:
Advertising research
Brand image
Brand preferences
Brands
Business schools
Cereal foods
Characteristics
Comparative studies
Consumer attitudes
Consumer behavior
Consumer research
Correlation analysis
Double jeopardy
Manyproducts
Market share
Marketing
Packaged goods
Research Notes and Communications
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Zusammenfassung:Three measures of consumers' beliefs about different attributes of competitive brands of packaged goods-free choice, scaling, and ranking-are found to place the brands in the same relative positions on each attribute dimension. In addition, gradients by the recency or frequency of claimed brand usage that have been observed previously in free-choice belief data now are found also in the scaling and ranking data.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379002700409