The Benefits of Quantifying Qualitative Brand Data

2016 ◽  
Vol 58 (3) ◽  
pp. 421-450
Author(s):  
Kaleel Rahman ◽  
Charles S. Areni
Keyword(s):  
Brand Equity ◽  
Knowledge Creation ◽  
Qualitative Data ◽  
Reliability And Validity ◽  
Free Association ◽  
Serial Order ◽  
Three Dimensions ◽  
Innovative Approach ◽  
Association Strength ◽  
Brand Associations

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation. Brand associations, a form of qualitative data, are common in measuring customer-based brand equity. The branding literature suggests that not all brand associations are equal. The strength, uniqueness and valence of brand associations need to be considered when assessing brand associations (Keller 1993). Although Keller's work is cited by many, no study has devised a method to quantify and integrate these three dimensions into a single index. This study provides an approach to address all three dimensions simultaneously. The approach first determines uniqueness of brand associations by coding associations into several mutually exclusive meaning categories. Then the serial order of free-association elicitation is used to assess association strength. The serial order, combined with a measure of valence, creates a quantification of open-ended brand associations called a ‘weighted valence index’ (WVI). In conclusion, the paper discusses the reliability and validity of the proposed measure.

scholarly journals PENGARUH VARIABEL-VARIABEL PEMBENTUK EKUITAS MEREK TERHADAP NIA T MENGGUNAKAN SEMEN "BATURAJA" (Studi Pada Pasar Primer dan Sekunder)

2007 ◽  
Vol 8 (3) ◽  
pp. 436
Author(s):  
Urip Timuryono ◽  
Imam Hidayat
Keyword(s):  
Brand Equity ◽  
Research Question ◽  
Perceived Quality ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Primary Data ◽  
Brand Associations ◽  
Dominant Dimension ◽  
Brand Association ◽  
Two Cities

The purpos e of the research is to understand the total and partial significance effect of the dimensions which build the brand equity, i.e.: brand awareness, perceived quality, and brand associations to the usage intentions of "Semen Baturaja" household user and to determine the dominant dimension's, amongst the three dimensions above, in the primary market $'outh Sumatera and f ,ampung compounded and in each primary market respectively .The sampling used in the research is household users of cement in two cities: Palembang and Panjang as representative ofSumsel and f,ampung, each consist of 150 respondents and I 00 respondents respectively. This primary data was got through the distributions of questionnaires and conducted interviews to the re!>pondents. To answer the research question the researcher used Multiple Regression and One Way ANOVA for statistical analysisThe results of the research proved that dimensions which build brand equity of "Semen Baturaja " totally and partially has a signtflcant effect on the usage intentions in Palembang and Panjang compounded or in each city. Moreover, the result of coefficients calculation was found out that the perceived quality is the most dominant dimension of the brand equity of "Raturaja " cement to the usage intentions in both cities together but not for each city. In Palembang the perceii·ed quality is the dominant dimension while in Panjang the brand association is the dominant dimension to the usage intentions of "Baturaja" cement. Keywords:  brand  awareness;  perceived  quality;  brand  associations;  and  usage intention

scholarly journals From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger

2021 ◽  
Author(s):  
Ari-Matti Erjansola ◽  
Jukka Lipponen ◽  
Kimmo Vehkalahti ◽  
Hanna-Mari Aula ◽  
Anna-Maija Pirttilä-Backman
Keyword(s):  
Free Association ◽  
Corporate Identity ◽  
Three Dimensions ◽  
First Year ◽  
Brand Associations ◽  
First Year Students ◽  
Visual Identity ◽  
Initial Resistance ◽  
Quantitative Changes ◽  
The Individual

AbstractBrand logos are a fundamental part of the corporate visual identity, and their reception has been vigorously researched. The focus has been on the visual traits of the logo and their effect on the reception process, whereas little attention has been paid to how the logo becomes part of the brand. This article narrows this research gap in investigating how a new logo is evaluated, how the perception evolves, and what underlying dimensions emerge from the reception process. We adopted a longitudinal free-association approach and followed the qualitative and quantitative changes in logo associations among first-year students at Aalto University as it was going through a merger accompanied with a radical visual-identity redesign. We show how the new logo faced initial resistance before it became a source of positive brand associations, and how it became anchored in the university´s corporate identity. We argue that logo evaluations span three dimensions: they may be congruent or incongruent with the disposition of the individual toward the change: they may be congruent or incongruent with the visual preferences of the individual; and they may be based on the visuals of the logo or on its identity-expressing capabilities.

The evaluation of a brand association density metric

2019 ◽  
Vol 28 (1) ◽  
pp. 104-116 ◽  
Author(s):  
Marco Vriens ◽  
Song Chen ◽  
Judith Schomaker
Keyword(s):  
Brand Equity ◽  
Free Association ◽  
Brand Associations ◽  
Content Type ◽  
Product Categories ◽  
Brand Association ◽  
Brand Attributes ◽  
Association Data ◽  
Practical Implications ◽  
Better Than

Purpose The purpose of this paper is to propose a new brand association density metric and evaluate its performance in terms of correlations with recall, consideration, brand equity and market share and to compare different data collection methodologies to identify brand associations. Design/methodology/approach The authors present results from two studies covering three product categories. The authors use an open free association question and associations to a set of pre-defined brand attributes. The responses to the open free format question are text-mined prior to further analysis. Findings The authors find that the brand association density metric performs better than a metric that only uses the number of distinct associations. The authors also find that these metrics work best when derived from open free association data. Practical implications First, in addition to focusing on trying to build specific brand associations in consumers’ minds, it may be equally important, if not more important, to manage the number and inter-connectedness of the brand’s associations. Second, firms should complement their existing survey approaches with open-ended free association questions. Originality/value The brand association density concept presented is believed to be new. The empirical comparison between the use of free association to pre-defined attributes is also new.

Retailer’s Perspective of Product Brand Equity: An Empirical Study of Vietnamese Independent Drink Stores

2011 ◽  
pp. 61-88
Author(s):  
Huong Hoang Thi Thu ◽  
Lin Yu-Li
Keyword(s):  
Brand Equity ◽  
Sales Promotion ◽  
Three Dimensions ◽  
Brand Trust ◽  
Brand Performance ◽  
Business Context ◽  
Brand Association ◽  
Customer Perceived Value ◽  
Trade Promotions ◽  
Retail Grocery

In the literature on product branding, significant attention has been paid to brand equity in the consumer context, but relatively little attention has been paid to the application of the concept of brand equity in the business-to-business context. This research attempts to bridge this gap by exploring the customer-based brand equity concept from the retailers’ perspective. The study was conducted in the context of the Vietnamese independent retail grocery sector. This context was chosen on the basis that there has been limited research conducted on branding in the Vietnamese context and due to the prominence of the independent grocery sector in the retail industry of Viet Nam. By using AMOS 16 and SPSS 16.0 software, the results of the study indicate that brand equity plays an important role in the retailing context, and it comprises three dimensions - brand association, brand trust and brand loyalty. As the result of a strong brand, retailers commit to a long-term business relationship with the brand’s manufacturer. Two of these three dimensions of retailer-based brand equity, (brand association and brand trust) are positively and significantly related to the brand’s performance at the retail outlet. Manufacturer support, including advertising, sales promotion and trade promotions has been confirmed by this study to be an antecedent of retailer-based brand equity, brand performance and customer perceived value as well.

ANALISIS EKUITAS MEREK MINUMAN TEH HIJAU DALAM KEMASAN SIAP MINUM NU GREEN TEA TERHADAP FRESTEA GREEN DAN JOYTEA GREEN DI KOTA BENGKULU

2013 ◽  
Vol 12 (1) ◽  
pp. 19-30
Author(s):  
Burenida Sartika
Keyword(s):  
Green Tea ◽  
Brand Equity ◽  
Brand Image ◽  
Secondary Data ◽  
Primary Data ◽  
Brand Associations ◽  
Test Analysis ◽  
Brand Recall ◽  
Switching Matrix ◽  
Cochran Test

The research was conducted during April to June 2012. Primary and secondary data were used in this research. The primary data related to respondent demography and brand equity.   One hundred respondents were selected accidentally around Bengkulu city.  Data were analysed quantitatively and qualitatively.  Quantitative data were processed using Test of Validity, Reliability Test (Hoyt), Cochran Test Analysis, Importance Performance Analysis (IPA), and Brand Switching Matrix Pattern.  The result of the research showed that the NU Green Tea brand is the highest one, and 48% Top of Mind value. Brand Recall in Frestea Green get 45,8%.  Brand Recognition asserts 75% among respondences to the existence of  Joytea brand. The result of Unaware Brand reveals the research doesn’t seem to know Joytea Brand. Analyzing of Branded Association declares that NU Green Tea has 12 brand associations, Frestea Green brand has 10 brand associations, and in other side Joytea Green brand has 7 brand associations which each made brand image. More results for associations Cochran testing, means the consumers aware to the attributes of the product. It’s included that NU Green Tea brand of drinking package has most of the brand image than  Frestea and Joytea Green. Consumer’s perceptions analyzing reveals that NU Green Tea has a good effort as to the respondents want to. Frestea Green must to get more effort to satisfy consumers. At least Joytea Green brand should be awared enough to increase their ability to get more result in consumer satisfying.  Consumers’ loyalty analysis showed that the Frestea brand has good consumers loyalty than NU Green Tea and Joytea Green brand.Keywords: brand equity, ready to drink green tea

scholarly journals Identifying and bridging the knowledge-to-practice gaps in rehabilitation professionals working with at-risk infants in the public health sector of South Africa: a multimethod study protocol

BMJ Open ◽  
2021 ◽  
Vol 11 (5) ◽  
pp. e039242
Author(s):  
Pragashnie Govender
Keyword(s):  
Public Health ◽  
South Africa ◽  
At Risk ◽  
Neonatal Intensive Care ◽  
Qualitative Data ◽  
Health Sector ◽  
Critical Time ◽  
Reliability And Validity ◽  
The Public ◽  
Public Health Sector

IntroductionEarly childhood is a critical time when the benefits of early interventions are intensified, and the adverse effects of risk can be reduced. For the optimal provision of early intervention, professionals in the field are required to have specialised knowledge and skills in implementing these programmes. In the context of South Africa, there is evidence to suggest that therapists are ill-prepared to handle the unique challenges posed in neonatal intensive care units and wards with at-risk infants in the first few weeks of life. This is attributed to several reasons; however, irrespective of the causative factors, the need to bridge this knowledge-to-practice gap remains essential.Methods and analysisThis study is a multimethod stakeholder-driven study using a scoping review followed by an appreciative inquiry and Delphi process that will aid in the development, implementation and evaluation of a knowledge translation intervention to bridge knowledge-gaps in occupational and physiotherapists working in the field. Therapists currently working in the public health sector will be recruited for participation in the various stages of the study. The analysis will occur via thematic analysis for qualitative data and percentages and frequencies for descriptive quantitative data. Issues around trustworthiness and rigour, and reliability and validity, will be ensured within each of the phases, by use of a content validity index and inter-rater reliability for the Delphi survey; thick descriptions, peer debriefing, member checking and an audit trail for the qualitative data.Ethics and disseminationThe study has received full ethical approval from the Health Research and Knowledge Management Directorate of the Department of Health and a Biomedical Research Ethics Committee. The results will be published in peer-reviewed academic journals and disseminated to the relevant stakeholders within this study.

Transforming people practices by re-structuring job engagement practices for generation z: An empirical study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Deepika Pandita ◽  
Amresh Kumar
Keyword(s):  
Organizational Support ◽  
Structural Equation ◽  
Reliability And Validity ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Job Engagement ◽  
Content Type ◽  
Perceived Supervisor Support ◽  
Engagement Strategies ◽  
The Individual

Purpose This paper aims to develop the readers’ understanding of the transforming role of job engagement (JOB) drivers, specifically for Gen Z in information technology (IT) Companies across India. It measures the association of JOB and perceived organizational support (POS), perceived supervisor support (PSS) and co-worker relationship (COP) with a very special reference to Gen Z. Design/methodology/approach A total of 302 survey-based responses were collected. To test the conceptualized model of JOB, structural equation modeling was used. Confirmatory factor analysis was conducted using the AMOS platform toward determining the reliability and validity of the individual constructs and the overall model. Findings All three dimensions, namely, POS, PSS and COP, are positively related to JOB. Out of the three, the most contributing extent in engaging Gen Z is PSS. Research limitations/implications A conceptual framework of Gen Z engagement drivers could help human resource (HR) researchers fine-tune Gen Z employees’ retention strategy. The paper shows that it is not about pandering to them but about eliminating blocks so that Gen Z can deliver the future business. Practical implications The outcomes may aid establishments and policymakers in advancing and improving HRs policies in engaging Gen Z, who have started entering the organizations. Originality/value JOB practices can add to the determinations of the HRs processes in the IT start-ups organizations in dealing with Gen Z. This research reconnoiters the drivers of engagement strategies directly impacting JOB Gen Z.

scholarly journals A web application to involve patients in the medication reconciliation process: a user-centered usability and usefulness study

2018 ◽  
Vol 25 (11) ◽  
pp. 1488-1500
Author(s):  
Sophie Marien ◽  
Delphine Legrand ◽  
Ravi Ramdoyal ◽  
Jimmy Nsenga ◽  
Gustavo Ospina ◽  
...  
Keyword(s):  
Web Application ◽  
Medication Reconciliation ◽  
Qualitative Data ◽  
Improve Patient Safety ◽  
Three Dimensions ◽  
Medication List ◽  
Medication History ◽  
Medication Discrepancies ◽  
System Usability Scale ◽  
User Centered

Abstract Objective Medication reconciliation (MedRec) can improve patient safety by resolving medication discrepancies. Because information technology (IT) and patient engagement are promising approaches to optimizing MedRec, the SEAMPAT project aims to develop a MedRec IT platform based on two applications: the “patient app” and the “MedRec app.” This study evaluates three dimensions of the usability (efficiency, satisfaction, and effectiveness) and usefulness of the patient app. Methods We performed a four-month user-centered observational study. Quantitative and qualitative data were collected. Participants completed the system usability scale (SUS) questionnaire and a second questionnaire on usefulness. Effectiveness was assessed by measuring the completeness of the medication list generated by the patient application and its correctness (ie medication discrepancies between the patient list and the best possible medication history). Qualitative data were collected from semi-structured interviews, observations and comments, and questions raised by patients. Results Forty-two patients completed the study. Sixty-nine percent of patients considered the patient app to be acceptable (SUS Score ≥ 70) and usefulness was high. The medication list was complete for a quarter of the patients (7/28) and there was a discrepancy for 21.7% of medications (21/97). The qualitative data enabled the identification of several barriers (related to functional and non-functional aspects) to the optimization of usability and usefulness. Conclusions Our findings highlight the importance and value of user-centered usability testing of a patient application implemented in “real-world” conditions. To achieve adoption and sustained use by patients, the app should meet patients’ needs while also efficiently improving the quality of MedRec.

scholarly journals IMPACT OF TRAINING AND DEVELOPMENT PRACTICES ON EMPLOYEES JOB SATISFACTION AT PAKISTAN INTERNATIONAL AIRLINE

2015 ◽  
Vol 11 (1) ◽  
Author(s):  
Rafique A Khan
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Quantitative Data ◽  
Service Sector ◽  
Qualitative Data ◽  
Banking Sector ◽  
Customer Retention ◽  
Foreign Banks ◽  
Survey Method ◽  
Convenience Sample

Purpose- This paper has drawn the attention to study the customer based brand equity in service sector especially in banking sector of Pakistan. The rationale of this study is to explore any relationship between different dimensions of CBBE and customer retention. Methodology/Sampling- This study has been conducted in Lahore. Convenience sample of 300 respondents has been used for data collection. The results have been established by using quantitative and qualitative techniques. Survey method was adopted to collect quantitative data through questionnaires and interviews have been conducted to collect the qualitative data through audio recorded interviews. SPSS has been utilized for quantitative data analysis and NVivo 10 has been used for qualitative data analysis. Findings- The study found that perceived quality and organizational association have significant positive relationship with customer retention. Further this study has determined the difference in CBBE among foreign, private and government banks and found the CBBE is highest in foreign banks. Practical Implications- The findings of the study is beneficial for the Government, Private and Foreign Banks to retain their customers through consumer based brand equity.

Sign in / Sign up

Export Citation Format

Share Document