Consumer Evaluations of Brand Extensions
01 Jan 1990-Journal of Marketing (SAGE PublicationsSage CA: Los Angeles, CA)-Vol. 54, Iss: 1, pp 27-41
TL;DR: In this article, two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category.
Abstract: Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category). In one study, reacti...
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TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
12,021 citations
TL;DR: The theory of SEM, which allows for the analysis of independent observations for both unrelated and family data, the available software for SEM, and an example of SEM analysis are reviewed.
Abstract: Structural equation modeling (SEM) is a multivariate statistical framework that is used to model complex relationships between directly observed and indirectly observed (latent) variables. SEM is a general framework that involves simultaneously solving systems of linear equations and encompasses other techniques such as regression, factor analysis, path analysis, and latent growth curve modeling. Recently, SEM has gained popularity in the analysis of complex genetic traits because it can be used to better analyze the relationships between correlated variables (traits), to model genes as latent variables as a function of multiple observed genetic variants, and to assess the association between multiple genetic variants and multiple correlated phenotypes of interest. Though the general SEM framework only allows for the analysis of independent observations, recent work has extended SEM for the analysis of data on general pedigrees. Here, we review the theory of SEM for both unrelated and family data, describe the available software for SEM, and provide examples of SEM analysis.
4,203 citations
TL;DR: In this article, the authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity.
2,489 citations
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
Abstract: Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.
2,050 citations
TL;DR: In this article, the authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm's customer equity relative to the incremental expenditure necessary to produce the change.
Abstract: The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ lifetime values, summed across all customers in the industry. Each customer’s lifetime value results from the frequency of category purchases, average quantity of purchase, and brand-switching patterns combined with the firm’s contribution margin. The brand-switching matrix can be estimated from either longitudinal panel data or cross-sectional survey data, using a logit choice model. Firms can analyze drivers that have the greatest impact, compare the drivers’ performance with that of competitors’ drivers, and project return on investment from improvements in the drivers. To demonstrate how the approach can be implemented in a specific corporate setting and to show the methods used to test and validate the model, the authors illustrate a detailed application of the approach by using data from the airline industry. Their framework enables what-if evaluation of marketing return on investment, which can include such criteria as return on quality, return on advertising, return on loyalty programs, and even return on corporate citizenship, given a particular shift in customer perceptions. This enables the firm to focus marketing efforts on strategic initiatives that generate the greatest return.
1,939 citations
Cites background from "Consumer Evaluations of Brand Exten..."
...We assume three strategic investment categories: (1) perceived value (Parasuraman 1997; Zeithaml 1988), (2) brand equity (Aaker and Keller 1990), and (3) relationship management (Anderson and Narus 1990; Gummeson 1999)....
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References
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Book•
01 Jan 1958TL;DR: The psychology of interpersonal relations as mentioned in this paper, The psychology in interpersonal relations, The Psychology of interpersonal relationships, کتابخانه دیجیتال و فن اطلاعات دانشگاه امام صادق(ع)
Abstract: The psychology of interpersonal relations , The psychology of interpersonal relations , کتابخانه دیجیتال و فن آوری اطلاعات دانشگاه امام صادق(ع)
15,254 citations
TL;DR: In this paper, evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value for a product.
Abstract: Evidence from past research and insights from an exploratory investigation are combined in a conceptual model that defines and relates price, perceived quality, and perceived value. Propositions ab...
13,713 citations
TL;DR: The metric and dimensional assumptions that underlie the geometric representation of similarity are questioned on both theoretical and empirical grounds and a set of qualitative assumptions are shown to imply the contrast model, which expresses the similarity between objects as a linear combination of the measures of their common and distinctive features.
Abstract: The metric and dimensional assumptions that underlie the geometric representation of similarity are questioned on both theoretical and empirical grounds. A new set-theoretical approach to similarity is developed in which objects are represented as collections of features, and similarity is described as a feature-matching process. Specifically, a set of qualitative assumptions is shown to imply the contrast model, which expresses the similarity between objects as a linear combination of the measures of their common and distinctive features. Several predictions of the contrast model are tested in studies of similarity with both semantic and perceptual stimuli. The model is used to uncover, analyze, and explain a variety of empirical phenomena such as the role of common and distinctive features, the relations between judgments of similarity and difference, the presence of asymmetric similarities, and the effects of context on judgments of similarity. The contrast model generalizes standard representations of similarity data in terms of clusters and trees. It is also used to analyze the relations of prototypicality and family resemblance
7,251 citations
Book•
01 Jan 1995
TL;DR: Adaptive Control of Thought (ACT*) as mentioned in this paper is a theory of the basic principles of operation built into the cognitive system and is the main focus of Anderson's theory of cognitive architecture.
Abstract: Now available in paper, The Architecture of Cognition is a classic work that remains relevant to theory and research in cognitive science. The new version of Anderson's theory of cognitive architecture -- Adaptive Control of Thought (ACT*) -- is a theory of the basic principles of operation built into the cognitive system and is the main focus of the book. (http://books.google.fr/books?id=Uip3_g7zlAUC&printsec=frontcover&hl=fr#v=onepage&q&f=false)
6,911 citations