search query: @indexterm market research / total: 2057
reference: 223 / 2057
| Author: | Romaniuk, J. Sharp, B. |
| Title: | Using known patterns in image data to determine brand positioning |
| Journal: | International Journal of Market Research
2000 : SPRING/SUMMER, VOL. 42:2, p. 219-230 |
| Index terms: | MARKET RESEARCH BRANDS POSITIONING |
| Language: | eng |
| Abstract: | Usage is not the only factor that influences the level of image responses obtained by a brand for a specific image attribute. Another pattern exists which appears to be attribute (rather than user) based. This pattern appears to be linked to the prototypicality of that attribute. Prototypicality refers to the degree to which the attribute defines category membership (Nedungadi & Hutchinson 1985). The identification of this second pattern is useful because it allows us to perform a simple chi-squared type calculation that enables us to identify what should be expected for each brand on each attribute by controlling for these two expected patterns. |
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