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 M.; Colucci M.; Marzocchi G.L.. - ELETTRONICO. - (2007), pp. 12-25. (Intervento presentato al convegno Flexible Marketing in an Unpredictable World tenutosi a Reykjavik University (Iceland) nel May 22-25, 2007).
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.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
