meseasuringsourceofbrandequity(測量品牌資產(chǎn)的(文件)
【正文】 ? Coffee Dunkin’ Donuts Starbucks ? Technology IBM Apple ? Auto Ford BMW ? Retail Kmart Target ? Fast Food McDonald’s Subway 2023 . presidential election, random sample of undecided voters 9 Experiential Methods ? By tapping more directly into their actual home, work, or shopping behaviors, researchers might be able to elicit more meaningful responses from consumers. ? Advocates of the experiential approach have sent researchers to consumers’ homes in the morning to see how they approach their days, given business travelers Polaroid cameras and diaries to capture their feelings when in hotel rooms, and conducted “beeper studies” in which participants are instructed to write down what they’re doing when they are paged. 10 Quantitative Research Techniques ? Awareness ? Image ? Brand responses ? Brand relationships 11 Awareness ? Recognition ? Ability of consumers to identify the brand (and its elements) under various circumstances ? Recall ? Ability of consumers to retrieve the actual brand elements from memory ? Unaided vs. aided recall 12 Awareness ? Corrections for guessing ? Any research measure must consider the issue of consumers making up responses or guessing. ? Strategic implications ? The advantage of aided recall measures is that they yield insight into how brand knowledge is anized in memory and what kind of cues or reminders may be necessary for consumers to be able to retrieve the brand from memory. ? The important point to note is that the category structure that exists in consumers’ minds—as reflected by brand recall performance—can have profound implications for consumer choice and marketing strategy. 13 Image ? Ask openended questions to tap into the strength, favorability, and uniqueness of brand associations. ? These associations should be rated on scales for quantitative analysis. 14 Brand Responses ? Research in psychology suggests that purchase intentions are most likely to be predictive of actual purchase when there is correspondence between the two in the following cat
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