haku: @author Dolnicar, S. / yhteensä: 6
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| Tekijä: | Dolnicar, S. Rossiter, J.R. |
| Otsikko: | The low stability of brand-attribute associations is partly due to market research methodology |
| Lehti: | International Journal of Research in Marketing
2008 : JUN, VOL. 25:2, p. 104-108 |
| Asiasana: | marketing consumers brands market research methodology |
| Kieli: | eng |
| Tiivistelmä: | Based on an experiment built into a longitudinal survey, this paper shows that the low stability of consumers' brand-attribute associations (henceforth as: b-a-asscts.) can be partly explained by the prevailing methods used in market research. To increase the proportion of stable b-a-asscts., the following improvements are recommended in market research methods: use of a shorter, brand-prompted attribute association task, inclusion of an "don't know this brand" option, omission of the standard instruction to guess when uncertain, and, in cross-cultural studies, translation into appropriate first languages. Even with these improvements, however, the maximal stability of associations that brands can achieve is less than 100 percent after correcting for methodological influences etc. |
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