Question stability in brand image measurement: Comparing alternative answer formats and accounting for heterogeneity in descriptive models
نویسندگان
چکیده
Brand image is defined and measured as a “set of associations which a brand has acquired for an individual” (Joyce, 1963, p. 45) and as “brand associations in consumer memory” (Keller, 1993). Strategic marketing decisions, such as positioning and segmentation, are typically based on market information obtained through consumer surveys. Brand-based industries use key market information from brand image survey data to determine how consumers perceive their brands. Because strategic decisions, and consequently expensive marketing actions, are based on information contained in brand image data sets, these must be of the highest quality.
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