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Genuine representation of brands / Visentin, M. in Journal of the operational research society (JORS), Vol. 62 N° 6 (Juin 2011) 

Public ISBD [article]  in Journal of the operational research society (JORS) > Vol. 62 N° 6 (Juin 2011) . - pp. 1120–1127 Titre : Genuine representation of brands : a new method of representing unbiased brand-by-attribute perceptions Type de document : texte imprimé Auteurs : Visentin, M., Auteur ; Colucci, M., Auteur ; Marzocchi, G., Auteur Année de publication : 2011 Article en page(s) : pp. 1120–1127 Note générale : Recherche opérationnelle Langues : Anglais (eng) Mots-clés : Brand  ratings  Bias  Perceptual  mapping  Marketing  Methodology Index. décimale : 001.424 Résumé : In this study we propose a new method of representing unbiased perceptions of brands. Specifically a likelihood-based model simultaneously disentangles a major class of psychological bias affecting attribute-based perceptions, and obtains a dimensionality reduction of the problem, resulting in a two-dimensional map. Extant research, while recognizing the importance of halo effect, has mainly focused on the identification and measurement of this bias. Conversely, in this study we explicitly address how to obtain and to graphically represent genuine brand-by-attribute ratings. Our perceptual representation offers a better understanding of the idiosyncratic impact of each attribute on brands, which ultimately helps managers to delve into the nature of brand differentiation. The proposed approach is exemplified through an empirical application using the BrandAsset® Valuator scale in a high-involvement product category. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v62/n6/abs/jors201050a.html [article] Genuine representation of brands : a new method of representing unbiased brand-by-attribute perceptions [texte imprimé] / Visentin, M., Auteur ; Colucci, M., Auteur ; Marzocchi, G., Auteur . - 2011 . - pp. 1120–1127. Recherche opérationnelle Langues : Anglais (eng) in Journal of the operational research society (JORS) > Vol. 62 N° 6 (Juin 2011) . - pp. 1120–1127 Mots-clés : Brand  ratings  Bias  Perceptual  mapping  Marketing  Methodology Index. décimale : 001.424 Résumé : In this study we propose a new method of representing unbiased perceptions of brands. Specifically a likelihood-based model simultaneously disentangles a major class of psychological bias affecting attribute-based perceptions, and obtains a dimensionality reduction of the problem, resulting in a two-dimensional map. Extant research, while recognizing the importance of halo effect, has mainly focused on the identification and measurement of this bias. Conversely, in this study we explicitly address how to obtain and to graphically represent genuine brand-by-attribute ratings. Our perceptual representation offers a better understanding of the idiosyncratic impact of each attribute on brands, which ultimately helps managers to delve into the nature of brand differentiation. The proposed approach is exemplified through an empirical application using the BrandAsset® Valuator scale in a high-involvement product category. DEWEY : 001.424 ISSN : 0160-5682 En ligne : http://www.palgrave-journals.com/jors/journal/v62/n6/abs/jors201050a.html