In this study we propose a new method to represent unbiased perceptions of brands. The method is a likelihood-based model that simultaneously disentangles a major class of psychological bias affecting attribute based perceptions, and represent the common structure across multiple variable batteries, reducing the dimensionality of the problem. Our results indicate that it is feasible to deepen brand equity’s sources through a cognitive representation that depicts the actual brand performance on attributes.
KEYWORDS: Brand ratings, perceptual mapping, dimensionality reduction, brand equity.
EMAC TRACK: Marketing Research and Research Methodology
In this study we propose a new method to represent unbiased perceptions of brands. More specifically we propose a new MDS procedure to jointly represent genuine attribute-based and attribute-free perceptions, coming from an empirical study of competitive brand positioning.
As behavioural processes underlying the formation of consumers’ brand ratings indicate they may contain biases, our procedure implements a decompositional model that isolates brand-specific associations from other effects (Dillon et al. 2001). At the same time the procedure uses proximity judgements between brands to obtain a dimensionality reduction of the problem, in order to represent perceptions on a two-dimensional space. The model offers a parsimonious representation of multiple batteries of brand related data, implementing suggestions coming from psychological and classification literature. An application is given using Aaker’s (1997) brand personality scale.
The aim of the study is twofold, it being rooted both in methodological and conceptual domains. The former refers to the development of a new technique that deals with the collection of multiple batteries of measurements from the same set of respondents (DeSarbo... [continues]
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(2010, 09). Understanding Sources of Brand Equity: a New Method to Represent Unbiased Perceptions. StudyMode.com. Retrieved 09, 2010, from http://www.studymode.com/essays/Understanding-Sources-Of-Brand-Equity-A-420581.html
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