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brand equitty model kapfender

January 2015

January 2015

DOI:10.13140/2.1.3062.3049

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Spyros Langos

Athens University of Economics and Business

brand equitty model kapfender

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Exploring Brand Equitty: Converse Case Study

Conference Paper

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Oct 2012

Spyros Langos

Exploring Brand Equitty: Converse Case Study

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Exploring Brand Equitty: Converse Case Study

Conference Paper

October 2012

Spyros Langos

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Medial Frontal Activity in Brand-Loyal Consumers: A Behavior and Near-Infrared Ray Study

November 2010 · Journal of Neuroscience Psychology and Economics

Researchers have recently begun to explore the physiological factors influencing consumer preferences for product brands. The medial frontal cortex (MFC) is critically involved in both emotion processing and prepurchase product assessment. However, analyses of MFC activation with near-infrared ray (NIR) imaging are rarely compared between brand-loyal customers and switchers (brand nonloyals) to ... [Show full abstract] investigate the long-term effects of luxury products. Subjects, classified as loyals or switchers, performed a 2-session task: (a) evaluate their product preferences while undergoing NIR imaging, and (b) rate products on several dimensions (e.g., willingness to purchase). Variables examined were brand and attractiveness. Results for preference rating and reaction time indicate that loyals are more sensitive than switchers in differentiating between luxury and generic and between attractive and unattractive products. Additionally, MFC activation reflects product attractiveness. The interaction between brand and attractiveness dominated the preferences of most subjects. The link between MFC activation and the preference for products seems not only related to luxury brands but also rooted in product attractiveness. Consequently, this preliminary investigation presents a novel approach for branding research based on measuring brain responses.

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Conjoint Analysis Reveals Consumers Prefer Long, Thin Asparagus Spears

August 2006 · HortScience

Bridget K. Behe

Michigan fresh asparagus marketers were interested in profiling asparagus consumers in the Northeast and Midwest with regard to preferences, purchases, preparation, and consumption. A computer-assisted survey was conducted with a total of 1126 respondents representative of the population on average in 12 selected states in the Northeast and Midwest. Even though the U.S. Department of Agriculture ... [Show full abstract] recommends adults consume three servings of vegetables daily, on average over the 2 weeks before taking the survey, 62% did not. Only 39% of the persons in the sample ate fresh asparagus in the 4 weeks preceding the survey. Twenty-five percent ate it steamed on the stovetop. The conjoint analysis accounted for 63% of the variance in asparagus preference with attribute relative importance decreasing from price (42.0%), to brand (29.9%), to spear diameter (23.5%), to spear segment (4.6%). Light users consumed fresh asparagus at least once in the 4 weeks before the survey, during the peak fresh asparagus season. The potential to increase consumption in this large group (28% of the sample but 71% of asparagus consumers) is tremendous. They placed high relative importance on price per pound and will likely be the more price-sensitive group. If their consumption can be increased by one more asparagus consumption event per month, it could increase asparagus demand by 14%. Results show there is good market potential for a prepackaged fresh asparagus product in the Northeast and Midwest.

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The Road Ahead—How a 100-Year Old Mobility Service Transforms into a World of Automated Driving

January 2019

Suna Taymaz

Automobile clubs like AAA were often established in the early days of the automobile and have served its Members well over the decades with mobility related services such as roadside assistance, insurance, travel, and other related products. Now 100 years later, the question arises how such a well-established mobility service with a trusted brand can evolve into a world of automated vehicles when ... [Show full abstract] also car ownership might be a thing of the past. A closer look at this situation shows that especially with increasing automation of the vehicle, consumer education along with safety advocacy and related mobility options are needed as ever before. The mission is to make sure that the transition of mobility stays consumer oriented and safety focused. With the complexity of the mobility sector further increasing, partnerships will be key to fulfill this mission.

Verbal and Visual References to Competition in Comparative Advertising

March 1986 · Journal of Advertising

Examined the effects of noncomparative and comparative print advertising formats using 111 undergraduates. Multiple indicators of advertising response and a wide range of covariates were employed. The focus was on differences in cognitive, affective, and behavioral reactions to noncomparative vs comparative formats with alternative verbal and/or visual references to the competition. Results ... [Show full abstract] indicate that while comparative advertisements with well-known, established brands were not inherently confusing, there were advantages and disadvantages of different formats depending on an advertiser's objectives. (34 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)

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