In this study we propose a new method to represent unbiased perceptions of brands. The method is a likelihood-based model that simultaneously disentangles a major class of psychological bias affecting attribute based perceptions, and represents the common structure across multiple variable batteries, reducing the dimensionality of the problem. Our results indicate that it is feasible to deepen brand equity’s sources through a cognitive representation that depicts the actual brand performance on attributes.

Understanding Sources of Brand Equity: A New Method to Represent Unbiased Perceptions

VISENTIN, MARCO;COLUCCI, MARIACHIARA;MARZOCCHI, GIAN LUCA
2007

Abstract

In this study we propose a new method to represent unbiased perceptions of brands. The method is a likelihood-based model that simultaneously disentangles a major class of psychological bias affecting attribute based perceptions, and represents the common structure across multiple variable batteries, reducing the dimensionality of the problem. Our results indicate that it is feasible to deepen brand equity’s sources through a cognitive representation that depicts the actual brand performance on attributes.
EMAC Conference Proceedings
12
25
Visentin M.; Colucci M.; Marzocchi G.L.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11585/53654
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