Copyright 2013 Pearson Education CHAPTER: 9 MEASURING SOURCES OF BRAND EQUITY: CAPTURING CUSTOMER MINDSET

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Giles Hines
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2 Learning Objectives Describe effective qualitative research techniques for tapping into consumer brand knowledge Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships Profile and contrast some popular brand equity models

3 Qualitative Research Techniques Free Associations Projective Techniques Zaltman Metaphor Elicitation Technique (ZMET) Neural Research Method Brand Personality and Value Ethnographic and Experiential Methods

4 Free Associations Powerful way to profile brand associations Without any specific probe, consumers narrate: What comes to their mind when they think about the brand or the associated product category Help form a rough mental map for the brand Indicate the relative strength, favorability, and uniqueness of brand associations

5 Projective Techniques Diagnostic tools to uncover the true opinions and feelings of consumers when: They are unwilling or unable to express themselves Present consumers with ambiguous stimulus and ask them to make sense of it

6 Types of Projective Techniques Word Association Completion Construction Projective questioning Expressive (e.g. role play, draw, paint)

7 Word Association In word association, respondents are presented with a list of words, one at a time and asked to respond to each with the first word that comes to mind. The words of interest, called test words, are interspersed throughout the list which also contains some neutral, or filler words to disguise the purpose of the study. Responses are analyzed by calculating: (1) the frequency with which any word is given as a response; (2) the amount of time that elapses before a response is given; and (3) the number of respondents who do not respond at all to a test word within a reasonable period of time.

8 Word Association Example - laundry detergent STIMULUS MRS. M MRS. C washday everyday ironing fresh and sweet clean pure air soiled scrub don't; husband does clean filth this neighborhood dirt bubbles bath soap and water family squabbles children towels dirty wash

9 Completion In Sentence completion, respondents are given incomplete sentences and asked to complete them. Generally, they are asked to use the first word or phrase that comes to mind. A person who shops at H&M is A person who receives a gift certificate good for Sak's Fifth Avenue would be Lacoste is most liked by When I think of shopping in a department store, I A variation of sentence completion is paragraph completion, in which the respondent completes a paragraph beginning with the stimulus phrase.

10 Completion In story completion, respondents are given part of a story enough to direct attention to a particular topic but not to hint at the ending. They are required to give the conclusion in their own words. John is standing before the counter with milk in the supermarket. He is confused by the variety of choice. His friend comes up. He has a packet of milk in his hands. John asks for his friend's advice. His friend shows him a packet of milk with Omega 3 but John doesn't know what Omega 3 is. His friends recommends him to try. Then, John...

11 Construction With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality. In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.

12 Construction H&M Let s see if we can pick up some house wares at H&M

13 Projective Questioning The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a typical person.

14 Zaltman Metaphor Elicitation Technique (ZMET) Uncovers hidden thoughts and feelings which can be expressed using metaphors Elicits interconnected constructs that influence thought and behavior Construct- An abstraction to capture common ideas or themes expressed by customers Metaphor Defining one thing in terms of another, [which] people can use... to represent thoughts that are tacit, implicit, and unspoken

15 Zaltman Metaphor Elicitation Technique (ZMET) Storytelling: exploring individual visual metaphors Expand the frame: expanding the metaphoric meaning of images Sensory metaphor: eliciting metaphors about the research topic from each sensory modality Vignette: using the mind s eye to create a short story about the research topic Digital image: integrating the images to create visual summary of the research topic

16 Neural Research Methods Neuromarketing - Study of how the brain responds to marketing stimuli, including brands Research indicates that consumer buying decision is an unconscious habitual process

17 Neural Research Methods EEG (elector encephalograph) technology to monitor brain activity and better gauge consumer responses to marketing. Marketers are trying to move toward a more complete picture of what goes on inside consumers heads.

18 Brand Personality and Values Brand personality - Human characteristics or traits that consumers can attribute to a brand If the brand were to come alive as a person, what would it be like? What would it do? Where would it live? What would it wear? Who would it talk to if it went to a party (and what would it talk about)? The big five-brand personality scale used to measure: Sincerity Excitement Competence Sophistication Ruggedness

19 Figure 9.4- Brand Personality Scale Measures

20 Ethnographic and Experiential Methods Use thick description based on participant observation Extract and interpret the deep cultural meaning of events and activities Example: L Oreal

21 To Sum up... Qualitative research techniques ascertain consumer perceptions that are difficult to uncover Disadvantages Small sample size may not necessarily generalize to broader populations Due to qualitative nature, data is open to varied interpretations

22 Quantitative Research Techniques Brand Awareness Brand Image Brand Responses Brand Relationships

23 Brand Awareness Related to the strength of the brand in memory, as reflected by consumers ability to identify various brand elements like the brand name, logo, symbol, character, packaging, and slogan under different conditions. Recognition Recall Corrections for guessing Strategic implications Yields insight into how brand knowledge is organized in memory Identifies cues or reminders necessary for consumers to retrieve the brand from memory

24 Brand Awareness - Recognition

25 Brand Image Associations that consumers hold for a brand Useful for marketers to make a distinction between: Lower-level considerations (performance and imagery) and higher-level considerations (judgements and feelings) Beliefs: Descriptive thoughts that a person holds about something Multidimensional scaling (MDS)

26 Brand Image 1. What are the strongest associations you have to the brand? What comes to mind when you think of the brand? (Strength) 2. What is good about the brand? What do you like about the brand? What is bad about the brand? What do you dislike about the brand? (Favorability) 3. What is unique about the brand? What characteristics or features does the brand share with other brands? (Uniqueness)

27 Figure 9.8- Hypothetical Restaurant Perceptual Map

28 Brand Responses Purchase Intentions Predictive of actual purchase when there is correspondence between any two of the following factors: Action (buying for own use of product and brand) Target (specific type of product and brand) Context (in what type of store based on what prices and conditions Time (within a week, month, or year) Likelihood to Recommend How likely is it that you would recommend this product or service to a friend or colleague?

29 Brand Relationships Behavioral Loyalty Attitudinal Attachment Sense of Community Active Engagement Fournier s Brand Relationship Research

30 Behavioral loyalty To capture reported brand usage and behavioral loyalty marketers can: Ask consumers their past purchase history and future purchase intentions. Make their measures open ended. Force consumers to choose one of two brands. Offer multiple choice or rating scales.

31 Behavioral loyalty Category Batteries brand Duracell Which brand of [category] do you usually buy? Which brand of [category] did you buy last time? Do you have any [category] on hand? Which brand? Which brands of [category] did you consider buying? Which brand of [category] will you buy next time?

32 Attitudinal attachment Can be defined in the terms of the following underlying constructs Brand-self connections Connected: To what extent do you feel that you are personally connected to (Brand)? Part of Who You Are: To what extent is (Brand) part of you and who you are? Brand prominence Automatic: To what extent are your thoughts and feelings towards (Brand) often automatic, coming to mind seemingly on their own? Naturally: To what extent do your thoughts and feelings towards (Brand) come to you naturally and instantly?

33 11 Dimensions of Brand Love 1. Passion (for the brand). 2. Duration of the relationship (the relationship with the brand exists for a long time). 3. Self-congruity (congruity between self-image and product image). 4. Dreams (the brand favors consumer dreams). 5. Memories (evoked by the brand). 6. Pleasure (that the brand provides to the consumer). 7. Attraction (feel toward the brand). 8. Uniqueness (of the brand and/or of the relationship). 9. Beauty (of the brand). 10. Trust (the brand has never disappointed). 11. Declaration of affect (feel toward the brand).

34 Sense of community Social currency - The extent to which people share the brand or information about the brand as part of their everyday social lives at work or at home.

35 Active engagement Extent to which consumers are willing to invest their resources of time, energy, and money on the brand beyond those resources expended during purchase or consumption of the brand.

36 Fournier s brand relationship research Six main facets of Brand Relationship Quality (BRQ): Interdependence Self-concept connection Commitment Love/passion Intimacy Partner quality

37 Figure Brand Dynamics from Millward Brown

38 To Sum up...

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Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior

Learning Objectives. Learning Objectives 17/03/2016. Chapter 4 Perspectives on Consumer Behavior Chapter 4 Perspectives on Consumer Behavior Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning