MKT 510 Chapter 9: Chapter 9 - Measuring Sources of Brand Equity
Document Summary
6 chapter 9 measuring sources of brand equity. Zmet: zaltman metaphor elicitation technique based on a belief that consumers often have subconscious motives for their purchasing behaviour (as illustrated in class) Brand personality and values: sincerity (down-to-earth, honest, wholesome, and cheerful, excitement (daring, spirited, imaginative, and up-to-date, competence (reliable, intelligent, and successful, sophistication (upper class and charming, ruggedness (outdoorsy and tough) Recent advertising in a field setting suggests that high levels of repetition for an uninvolving, unpersuasive ad are unlikely to have as much sales impact as lower levels of repetition for an involving, persuasive ad. Brand awareness: strength of the brand in memory: recognition: identifying the brand under a variety of circumstances, recall: retrieving the actual brand element from memory when given some related probe or cue. Brand image: beliefs: descriptive thoughts that a person holds about something. Brand association beliefs are those specific attributes and benefits linked to the brand and its competitors: other approaches:
