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

品牌资产监测往往无法解释与形象相关和习惯根深蒂固的消费者决策规则。这项研究采用了一个成熟的品牌资产监测工具，A C尼尔森的Winning Brands，并将决策启发式的工作纳入其中。当消费者使用规则简化他们的决策任务时，就会出现启发式方法，这些规则在选择他们喜欢的替代方案方面不是最优的，但在减少认知努力方面是有效的。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，专注于管理行动，提高营销效率。

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.