MKT 510 Study Guide - Conjoint Analysis, Brand Equity, Marketing Mix
Document Summary
Chapter 10 measuring outcomes of brand equity: capturing. Comparative methods: research studies or experiments that examine consumer attitudes and behaviour toward brand to directly estimate specific benefits arising from having high level of awareness and strong, favourable, and unique brand associations. Exemplar: consumer may interpret marketing activity for fictitiously named or unnamed version of product or service in terms of general product category knowledge, they may have particular brand. Applications include blind testing to determine brand equity benefits related to price margins and premiums. Main advantages is that it holds all aspects of marketing program fixed, it isolates value of brand in a very real sense. Conjoint analysis: survey-based multivariate technique that enables marketers to profile consumer decision process with respect to products and brands. Part worth: value consumers attach to each attribute level, as statistically derived by conjoint formula.
