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LEARNING
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Consumer Learning
Marketers want to teach consumers about products, product attributes, and potential consumer
benefits
about where to buy their products, how to use them how to maintain them, even how to dispose of them
Marketers want their communications to be noted,believed, remembered, and recalledtheyreinterested in every aspect of learning process
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Perspectives in Learning
Behavioral perspective behavioral theorists focus almost exclusively on
observable behaviors (responses) that occur as the result
of exposure to stimuli Classical conditioning Operant conditioning
Cognitive learning perspective view learning as a function of purely mental processes
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Learning - defined
The process by which individuals acquire the purchase andconsumption knowledge and experience that they apply tofuture related behavior.
Learning is aprocess it continually evolves and changes as aresult of newly acquired knowledge or from actual experience
Both newly acquired knowledge and personal experience serve asfeedbackto the individual and provide the basis forfuturebehaviorin similar situations
Also, great deal of learning is also incidental,acquired by accident or without much effort
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These elements must be present
for learning to occur
Motivation Cues Response Reinforcement
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Motivation
Degree of relevance, orinvolvement, withthe goal, is critical to how motivated the
consumer is to search for knowledge orinformation about a product or service
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Cues
If motives serve to stimulate learning,
cues are the stimuli that give direction to
the motives Pricestylingpackaging
advertisingstore displays serve as cues
to help consumers fulfill their needs
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Response
How individuals react to a cuehow theybehave
A need or motive may evoke a wholevariety of responses
The response a consumer makes depends heavily onprevious learning that, in turn, depends on howrelated responses were reinforced previously
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Reinforcement
Reinforcement increases the likelihood thata specific response will occur in the future
as the result of particular cues or stimuli
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Behavioural Learning Theories
Stimulus-response theories When a person responds in a predictable way to a known
stimulus, he or she is said to have learned
Behavioral theories concerned with inputs &outcomes of learning, notprocess
Classical conditioning and Instrumental (oroperant)conditioning
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Classical Conditioning
Conditioned learning results when astimulus that is paired with another stimulus
elicits a known response and serves toproduce the same response when used alone
Psychologist Pavlovs experiments with thedog
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The process of classical learning
Conditioned stimulus
Unconditioned stimulus Response
Conditioned stimulus Response
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Reasons for learning
Form of association Associative Learning Stimulus substitution, conditioned stimulus
acquires the capacity of substitutingunconditioned stimulus
Information & expectation, unconditionedstimulus becomes the signal of CS
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Applying classical conditioning
Conditioned stimulus
Unconditioned stimulus
Response
Conditioned stimulus Response
Dettol brand
uncompromised protectionfrom germs
Trust / purchase
Other products / lineextensions from Dettol brand
Trust/purchasebelievinginthesameattributeofuncompromised
protectionfromgerms
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Strength of learning depends upon
Forward conditioning (CS should precede the US) Temporal proximity
Number of repetitions Unconditioned Stimulus which is biologically or
symbolically salient Novelty of Conditioned Stimulus
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Concepts arising out of Classical
Conditioning
Repetition Stimulus Generalization Stimulus Discrimination
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Repetition
Increases the strength of the association and slows down theprocess of forgetting
However after a certain number of repetitions, retentiondeclines - advertising wearout
Can be decreased by varying the ad messages
cosmetic variation (same message, different executions Surfdaag acchey hain campaigns) or
substantive variation (conveying more than one product
feature using different ad content) Substantively varied ads more effective
3 Hit Theory
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Stimulus Generalization
Learning depends not only on repetition, but also on abilityof individuals to generalize
Stimulus generalization explains why imitative me tooproducts succeed in the marketplace: confusion withoriginal product
Private label packaging closely resembles national brand leaders
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Use of Stimulus Generalization
Product line extensions Product form extensions including different sizes,
different colors, different flavours New product category Family Branding Licensing brand-names, cartoon characters,
celebrity/designer names Flip-side: Counterfeiting
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Stimulus Discrimination
Opposite of stimulus generalization
Selection of specific stimulus from among similar stimuli Consumers ability to discriminate among similar stimuli is
the basis of positioning strategy
Comparative ads
Unlike imitators who hope consumers will generalize theirperceptions & attribute special characteristics of market
leaders products to their products, leaders want consumersto discriminate among similar stimuli
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Classical Conditioning in
Indian context
Lux soap beauty of film stars Pears gentle, soft baby-like skin Pepsi youth & cricket Kingfisher use of jingle & good times
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Operant conditioning
The process of operant conditioning some action on the part of respondent is
instrumental in bringing out the change in theenvironment if the change is positive likelihood of the
response occurring again increases and if the
change is negative the likelihood decreases due to this reinforcement (either positive or
negative) behavior is learned
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Operant / Instrumental
Conditioning
Psychologist B.F. Skinner Learning is a trial and error process Occurs in a controlled environment, where
individuals are rewarded for appropriate
behaviour
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Reinforcement
Positive Reinforcement: events thatstrengthen the likelihood of a specific
response Negative Reinforcement: unpleasant or
negative outcome to encourage a specificbehavior (in order to avoid that outcome)
not to be confused with punishment, which isdesigned to discourage behavior
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PositiveReinforcement
Advertisement for
The Economist
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PositiveReinforcement
Advertisement forThe Economist
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NegativeReinforcement
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NegativeReinforcement
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Fear Appeals Negative Reinforcement
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Fear Appeals Negative Reinforcement
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S
trength
ofrespons
e
Conditioning Extinction
End of pairing of US + CSPairing of US + CS
The phenomenon of extinction
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Extinction
When a learned response is no longer reinforced, itdiminishes to the point of extinction
Different from forgetting implies lack ofuse/consumption, rather than lack of reinforcement
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Non-product reinforcement
Customer Satisfaction through service andamenities provided
Relationship marketing Service Recovery
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Operant conditioning
Shaping behavior - a method of successiveapproximation
Schedule of reinforcement Total (continuous reinforcement) e.g. product quality
Systematic (fixed ratio)
Random (variable ratio)
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Massed vs Distributed Learning
Should a learning schedule be spread out over aperiod of time (distributed learning), or should itbe bunched up all at once (massed learning)?
Massed advertising produces more initial learning,Distributed schedule usually results in learning thatpersists longer
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Observational Learning /
Modeling Learning takes place in the absence of direct
reinforcement too Modeling is the process through which individuals
learn behavior by observing the behavior of othersand the consequences of such behavior Role models usually people they admire because of
appearance, accomplishment, skill
Also called vicarious learning
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Observation of a
positive response fromthe two teens
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Cognitive Learning Theory
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Cognition
Cognition refers to the processing of the informationabout the environment that is received through thesenses
Cognitive processes involves 1. The selection of information
2. Alterations in the received information
3. Association of items of information with each other in thethought
4. The elaboration of the information in thought
5. The storage of information in the memory
6. The retrieval of the stored information
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Cognitive Learning
Learning through information processing which is seen as most characteristic of human beings
Involves problem solving- enables them to gain somecontrol over their environment
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Information Processing Role of Memory
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Information Processing
Product info processed by attributes, brands,comparisons between brands
Intensity or degree of info processing can vary byindividual
Individuals also differ in imagery their ability toform mental images which influences recall
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Role of Memory in Learning
There are 3 different sequential storehouses forkeeping information in the brain:
Sensory store Short-term Store Long-Term Store
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Sensory Store
Data comes to us in fragments Smell, shape, colour and feel conveyed through different senses, in
parallel, to the brain synchronized and perceived as a singleimage
Image of sensory input lasts for a couple of seconds if notprocessed immediately it - lost forever
Brain tags all perceptions with a +ve or ve value whichtends to remain till further information is processed
making first impressions last
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Short Term Store
Working memory
Information is processed and held temporarily Looking at a telephone number and then forgetting it seconds later
when about to dial
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Long Term Storage
Long-Term Storage: Here information is stored forrelatively long periods: days, weeks, months, years.
Rehearsing: Failure to rehearse an input either by repeatingit or relating it to other data, can lead to data fading or dataloss.
Competition for attention can also lead to the short term storagehandling only a few inputs.
Encoding is when we use a word or visual to represent theperceived object. Brand logos are a great example
Learning visually takes less time than learning verbal information
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Information Processing and
Memory Stores
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Retention
Information in L-T storage is constantly organized& reorganized
Individuals - gain more knowledge - expand their
network of relationships Process known as activation i.e. relating new data to
old to make the material more meaningful Recoding of what is already encoded to include larger amounts
of info chunking. Knowledgeable consumers able to store
more complex chunks of info about a category The total package of associations brought to mind
when a cue is activated is called a schema
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Retrieval
Process by which we recover info from LT memory Triggered by situational cues
Distinctive brands have quicker retrieval Dramatic ads Kurkure badal ja campaign
Interference Effects in retrieval Confusion with competitive ads ads can act as recall for
competing brands New learning can interfere with old learning & vice versa
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Applying Information Processing to
Marketing Practice Various models eg. AIDA use the sequential info
processing concept
Marketers must be careful about Selection of media Existence of a frame of reference- first mover advantage
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Models of cognitive learning
Attention - Interest - Desire - Action
Attention - Interest - evaluation - trial - adoption
Knowledge - Persuasion -Decision Confirmation
Awareness - knowledge - Evaluation - Purchase -Post purchase evaluation
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Involvement Theory
Consumer Involvement Degree of personal relevance that the product holds for that
consumer
High involvement purchases important to the consumerevoke extensive problem solving & info processing
House high perceived financial risk
Anti-dandruff shampoo- high perceived social risk
Low involvement purchases not very imp provoke limited info processing
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How can one measure
involvement? Find out about:
Importance of a purchase to a buyer & risk
perceived Find the level of info searched for
Important to view involvement as a
continuum rather than a dichotomy
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Marketers efforts to increase
involvement
Placing ads / products in highly involving
setups online video games, sportsprograms
Using narratives rather than visuals inpromotion
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Central & Peripheral routes to
persuasion There are two routes through which
persuasive messages are processed: the
central route and the peripheral route
Elaboration Likelihood Model created in1980 by Richard E Petty and John TCacioppo
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Central & Peripheral
Central processing For high involvement products/services
Thinking actively about argument
InvolvesELABORATION Comparative ads are processed centrally
Peripheral processing For low involvement products/services
Doesnt involve elaboration Shorthand way to accept/reject an argument CUES
Cues allow us to travel along the peripheral route on auto pilot
Non comparative ads are processed peripherally
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Marketing Application of ELM
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Marketing Application
A central route is popular for communicating withconsumers who are more highly involved with the productor issue
A peripheral route can be used with a combination of visualcues for influencing less-involved consumers
Combinations of both used frequently
P i d
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Persuasive adfor a HighInvolvement
purchase
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Persuasive adfor a High
Involvementpurchase
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Low involvement therefore, crazy ads to catchattention
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Hemispheric Lateralization
Split brain theory
Brain divided into two distinct cerebral hemispheres whichoperate together but specialize in different functions
Left: linear, rational, realistic responsible for reading,speaking
Right: emotional, metaphoric, impulsive, intuitive, non-
linear responsible for non-verbal concepts, source ofimagination
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Measures of Consumer Learning
Recognition Test Recall Test
Mumbai
151
70%
27%
1%
Base: All Respondents(listings)
TOM
Brand Spont
Total Awareness
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Brand Loyalty
The ultimate desired outcome of consumerlearning
Behavioural Loyalty Attitudinal Loyalty
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Aware of KIT KAT MINI71%
Mumbai
Base:151 Base:155
All455 respondents
A'hmd
Spont:27%Aided:43%
Total:70%
Never tried KK MINI(38%)
36%
52%
Tried KK MINI 33(%)
Spont: 18%Aided: 67%Total: 85%
Spont:21Aided:37%Total:
58%
Kolkata Base:149
27% 34%
33%
31%
Tried Only Once(1%)
Repeat Trialists(32%)0% 2% 1% 34
%31%
30%
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Memory & Associative Networks
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Associative Network
An incoming piece of information is stored in anassociative network containing many bits of relatedinfo organised according to some set of
relationships
Knowledge structures complex spider websfilled with pieces of data
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Associative network models
Memory consists of a system of nodes that are linkedto other nodes via pathways at different degrees ofassociation
When stimulation occurs, nodes can activate eachother to generate stronger connections
The larger the number of activated nodes, the strongerthe connection between nodes is, which in turn createsmore significant memories
Source: http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/530/287
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Associative network
During the message retrieval process, nodes randomly diffusethrough the network and stimulate the activation of other nodes.These stimulated and activated nodes naturally result in strong
connections
Meanings can be activated indirectly energy spreads acrossnodes of varying levels
As one node is activated, others associated with it are alsotriggered into activation - process ofspreading activation
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Associative network
Evoked set all related associations evoked whena certain cue is presented
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Associative Networks
Print ads consist of 3 basic elements: a visualelement (a picture), a language element (words), anda brand name element (the merchandise)
Establishment of correlations and connections amongthese elements serves to improve the memory of theconsumer
Source: http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/530/287
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Associative network model of memoryNodes connected via visual image & wording in long-term memory
(The advertisement uses a look out for children trafficsign as a metaphor for suntan lotion)
Source: http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/530/287
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Factors influencing Retrieval
Physiological factors age
Recall enhanced when consumer pays more attention to themessage in the first place
First mover advantage Descriptive brand names more effective at recall
Context in which the message is presented level ofinvolvement with the program
Also, ads shown first in a series of ads are likely to berecalled better than ads shown last
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State dependant retrieval
People recall messages better if their internal state is thesame at the time of recall as when the information waslearned
Also called mood-congruence effect
Importance of planning exposure to marketingcommunications recreating cues that were present when
the info was first presented
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Factors influencing retrieval
Prior familiarity with an item enhances its recall However, extreme familiarity can result in inferior learning and
recall less attention paid as additional effort not thought asleading to more knowledge
Salience or prominence of a brand enhances recall whyunusual ads work
Also, some research suggests superiority of visual messagesover verbal messages
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The Marketing Power of
Nostalgia Marketers try to evoke memories of good old days or
youth, thinking these will translate to what theyre selling
today Retro Brand trigger nostalgia, inspire consumers to think
back to an era when life was simple, stable
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Brand Loyalty
Brand loyalty is the synergy among attitudinal componentssuch as perceived product superiority, customer satisfaction& purchase behaviour itself
Behavioural definitions lack precision as they do notdistinguish between the real brand loyal buyer and thespurious one, who repeat purchases just out of habit
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Measuring propensity to be
brand loyal
1. I would rather stick with a brand I usually buy than staywith something Im not very sure of
2. If I like a brand, I rarely switch from it just to trysomething different
3. I rarely take chances by buying unfamiliar brands even ifit means sacrificing variety
4. I buy the same brands even if they are average
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Brand loyalty in Services
Two groups of factors seen key in maintainingcustomer loyalty:
Switching barriers Reasons that affirm the customers relationship with the
service vendor
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Measuring reasons to stay loyal
1. There has not been a bad enough incident to make meswitch
2. I am familiar with my current service provider
3. I trust my current service provider4. I am satisfied with my current service provider
5. I get on well with the staff at my current service provider
6. Staff at my current service provider understand me
7. A complaint was handled well
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Brand Equity
Refers to the value inherent in a well-known brand name,stemming from
the consumers perception of the brands superiority
Social esteem that using it provides Consumers trust & identification with the brand
Companies leverage existing brand equity through brandextensions rather than launching new brands
Brand Equity enables companies to charge premium prices
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Brand Equity
Equity is important for low involvement purchases goods bought routinely with little cognitiveprocessing
Key Drivers of Equity Perceived Quality, BrandLoyalty, Brand Image and Brand Awareness
Also, COO effects influence brand equity
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Measuring Brand Equity
Important to understand the sources of brand equity, howthey affect outcomes of interest (e.g., sales)
Value of a brand and thus its equity is ultimately derivedin the marketplace from words & actions of consumersthe real power of a brand is in the thoughts, feelings,images, beliefs, attitudes, experiences that exist in minds ofconsumers
Assessing potential sources of equity by
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Assessing potential sources of equity bymeasuring brand knowledge
(consumer mindset)
Two important components of brand knowledge arebrand awareness and brand image
Brand image is defined as consumer perceptions of andpreferences for a brand, as reflected by the various types
of brand associations held in consumers' memory Strong, favorable and unique brand associations are essential
as sources of brand equity to drive consumer behavior
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Qualitative measures
Free association What comes to your mind when you think of ___ brand?
Asking questions like
What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages?
What do you find unique about the brand? How is it different fromother brands? In what ways is it the same?
Who uses the brand? What kind of person?
When and where do they use the brand? What types of situations? Why do people use the brand? What do they get out of using it?
How do they use the brand? What do they use it for?
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Qualitative measures
Projective techniques used in cases whererespondents may be unwilling or unable to expresstheir feelings and opinions
Brand Personality
Q tit ti
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Quantitative measures Brand Awareness
Recognition
Recall
Measuring Brand Performance Reliability, durability &
serviceability
Service effectiveness, efficiency& empathy
Style & design
Price
Measuring Brand Imagery (how
people think about the brand) User profiles
Purchase & usage situations
Personality & Values
History, heritage, experiences
Brand Judgements Brand quality
Brand credibility
Brand consideration
Brand superiority
Brand Feelings Warmth
Fun
Excitement
Security
Social approval Self respect
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Co-Branding
Two brand names featured on a single product Using another products brand equity to enhance
the primary ones equity Eg:
Washing machine-detergent Automobile-engine oil
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