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Marketing Research Articles Related to Brand Equity

Marketing Research Articles Related to Brand Equity

Showing items 1-20 of 73.

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A how-to guide to using online specialty panels

Published
February 2007
Author
Mitch Eggers
Abstract
Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

A look at corporate and brand images in Eastern Europe, the Caucasus and Central Asia

Published
November 2004
Author
Edward Hodgman
Abstract
A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Brand as story: A tale of two tellers

Published
December 2004
Author
Reyn Kinzey
Abstract
Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

Building and measuring brand personality: How does your brand behave?

Published
February 2011
Author
Michael Lieberman
Abstract
Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

By the Numbers: How to use research to measure an app's impact

Published
October 2013
Author
Jason Jacobson
Abstract
Your company’s app is a critical link to your consumers. Here’s a quick look at measuring its effectiveness.

Concept development, Survivor-style

Published
August 2008
Author
Martha E. Guidry
Abstract
Drawing inspiration from the reality TV series Survivor, the author explains how the show's tagline can serve as a model for the concept development process.

Consumers give Mannington a winning formula for new vinyl flooring product

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Mannington Resilient Floors used several research strategies to develop its successful flooring product. In addition to a telephone survey, Mannington used HTI Custom Research's monthly mail omnibus study to determine some basic purchase dynamics and the demographics of purchasers of floor coverings. Consumers were asked about their level of satisfaction with different kinds of floor coverings and what the coverings’ strong and weak points were. Mannington also studied retailers and others in the trade to gauge perceptions compared to its competitors and to determine how to increase and improve its industry profile.

Creating loyalty on the Web

Published
February 2001
Author
Robert Passikoff
Abstract
Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

Data Use: A new approach for profiling brands and analyzing competitive information

Published
August 2011
Author
Ted D'Amico
Abstract
The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Data Use: An indexing approach to brand equity

Published
June 2008
Author
William Bailey
Abstract
Following up on an earlier article, the author explores a real-world example of the application of a series of techniques to measure customer satisfaction and its resulting impact on brand equity. The techniques seek to uncover and measure what is truly important to customers, in this case in the biomedical industry, rather than assuming standard attributes to be important.

Data Use: Improve confidence in findings with strength-of-conviction metric

Published
June 2010
Authors
Michael Feehan, Erik Coats and Cristina Ilangakoon
Abstract
When constructing an influential attribute assessment, adding a strength-of-conviction metric can help quantify the respondent’s degree of certainty so that it can be controlled for and used to clarify the picture of brand performance.

Data Use: The insidious top-box and its effects on measuring line share

Published
August 2008
Author
Bob Gertsley
Abstract
The popular top-box measure has serious flaws because it can mislead marketers with data that may be statistically significant but answers an irrelevant business question. Instead of relying on top-box, the author argues for choice experiments, which more accurately differentiate among similar concepts, more effectively measure cannibalization and make it easier to assess the overall impact of line extensions on a business.

Data Use: Using discrete choice models to measure brand equity

Published
April 2003
Author
Michael Lieberman
Abstract
Brand equity is one of the more popular concepts in marketing today. This article discusses brand equity, including its measurement and the use of discrete choice models as a better measurement tool.

Data Use: Using NodeXL to decipher big data

Published
January 2014
Author
Michael Lieberman
Abstract
Michael Lieberman test-drives a free, open-source social media data analysis tool.

Did the product stop pushing consumers’ emotional buttons?

Published
December 2005
Authors
Elizabeth Lajoie and Gerry Katz
Abstract
A product can be a functional performance “superstar” but still lack the right emotional messaging, as the project profiled in this article found. Emotional mapping of individual brands helped the client understand how customers perceived the product’s marketplace.

Does customer experience = market research insights + implementation?

Published
November 2014
Author
Eric M. Whipkey
Abstract
After attending conferences in both the marketing research and customer experience realms this summer, Eric Whipkey wonders if researchers are in danger of having their roles usurped or co-opted by CX professionals.

Enhancing awareness tracking studies

Published
November 2006
Author
Norman B. Leferman
Abstract
Responding to a previous Quirk’s article on enhancing awareness tracking studies, the author offers some insights of his own and provides specific question wording examples.

Evolving customer satisfaction through brand authenticity

Published
October 2009
Authors
Jeff Hall, David Robbins and Kerry Colligan
Abstract
If the goal is to deliver an authentic brand experience, rather than measuring the customer experience based solely on internal organizational metrics and procedures, firms must also understand how customers perceive it. The authors use case studies to examine what happens when brands do and do not align with customer perceptions and expectations.