Buy custom Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon

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Typical cues are:

- subcategories (beverages/soft drinks/colas/diet colas, etc).

- consumption occasions/goals (beverages that you would consider purchasing for a romantic date, etc).

- places (available in a supermarket, in a bar, etc).

- people (drink alone, in a group, etc).

Brand recognition

In a recognition task, consumers see a stimulus (e...

It is important to make the task as realistic as possible by allowing only a realistic amount of time and by using realistic stimuli and context. If you want to use recognition as a measure of the performance of different marketing actions (say, different logos or ads), you should expose one group to one version of the target stimulus and another group to the other version of the target stimulus...

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