Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes

将品牌资产建模和测量与行为和情感消费者决策过程联系起来

• 批准号: LP0560969
• 负责人: Prof John Roberts
• 金额: $ 5.45万
• 依托单位: The University of New South Wales
• 依托单位国家: 澳大利亚
• 项目类别: Linkage Projects
• 财政年份: 2005
• 资助国家: 澳大利亚
• 起止时间: 2005-01-01 至 2008-06-30
• 项目状态: 已结题
• 来源: https://dataportal.arc.gov.au/RGS/Web/Grants/LP0560969
• 关键词: Linking; Brand; Equity; Modelling; Measurement

Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alternative, but effective in terms of reducing cognitive effort. The project will conduct a meta-analysis of over 250 branding strategies followed by a new data collection and latent segmentation analysis. The result will be a more comprehensive decision support tool for brand development, focusing management actions and improving marketing efficiency.

品牌资产监测往往未能考虑到形象相关和习惯根深蒂固的消费者决策规则。 本研究以一个既定的品牌资产监测工具，AC尼尔森的获奖品牌，并纳入工作的决策启发式到it.Heuristics发生时，消费者简化他们的决策任务使用规则次优选择他们的首选方案，但有效的减少认知努力。 该项目将对250多个品牌战略进行荟萃分析，然后进行新的数据收集和潜在细分分析。 其结果将是一个更全面的品牌发展决策支持工具，集中管理行动和提高营销效率。