search query: @indexterm Attitudes / total: 611
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| Author: | Baldinger, A. L. Rubinson, J. |
| Title: | The jeopardy in Double Jeopardy |
| Journal: | Journal of Advertising Research
1997 : NOV/DEC, VOL. 37:6, p. 37-49 |
| Index terms: | BRANDS ATTITUDES CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | There are some essential questions on brand equity: 1. Do most brands remain stable over time, and if they do, is the debate really that important ? 2. What's the relative value of attempting to measure, and affect, brand penetration vs. brand loyalty ? 3. Is it worthwhile to measure brand attitude ? 4. Is it possible to arrive at methods that would combine measures of both attitude and behaviour ? Evidence is given that many brands show evidence of dramatic increases or decreases in brand strength, when measured over an extended period, arguing for the value of measuring loyalty, and using attitudes in a predictive model. |
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