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The Underlying Structure of Brand Awareness Scores

Author

Listed:
  • Gilles Laurent

    (Groupe HEC)

  • Jean-Noël Kapferer

    (Groupe HEC)

  • Françoise Roussel

    (IFOP–ETMAR)

Abstract

There are three classical measures of brand awareness: aided, spontaneous, and top-of-mind. The relationships between these measures, across a set of brands in the same product category, are close, but highly nonlinear. We show that these relationships can be linearized, in all product classes, by performing a logistic transformation on each measure. This amounts to describing the process by which consumers answer awareness questions by a Rasch model, originally proposed to describe the success of students in answering exam questions. The brand's salience is equivalent to the students' competence, and the difficulty of the awareness question is equivalent to the test difficulty. We briefly summarize the research process that led to this empirical generalization. Managerial implications are described, mainly linked to the diagnosis of “locked” versus “open” product categories.

Suggested Citation

  • Gilles Laurent & Jean-Noël Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Marketing Science, INFORMS, vol. 14(3_supplem), pages 170-179.
    • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g170-g179
    DOI: 10.1287/mksc.14.3.G170
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    Citations

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    Cited by:

    1. Chandon, Jean-Louis & Laurent, Gilles & Lambert-Pandraud, Raphaëlle, 2022. "Battling for consumer memory: Assessing brand exclusiveness and brand dominance from citation-list," Journal of Business Research, Elsevier, vol. 145(C), pages 468-481.
    2. Hem, Leif Egil & Iversen, Nina Marianne & Olsen, Lars Erling, 2014. "Category characteristics' effects on brand extension attitudes: A research note," Journal of Business Research, Elsevier, vol. 67(8), pages 1589-1594.
    3. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    4. Ovidiu Ioan Moisescu, 2009. "The Relation Between Unaided Brand Awareness And Brand Commercial Performance: A Study Among Urban Romanian Consumers," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    5. Oburai, Prathap & Moorthi Y L R & Basalingappa Anita & Kok Wai Chew & Baker Michael J, 2005. "Corporate Brand Image: Antecedents, Mediating Role and Impact on Stakeholder Expectations," IIMA Working Papers WP2005-12-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
    6. Francisco Silva & Samir Mamadehussene, 2020. "The Equivalence Between Sequential and Simultaneous Firm Decisions," Documentos de Trabajo 541, Instituto de Economia. Pontificia Universidad Católica de Chile..
    7. Raphaëlle Lambert-Pandraud & Gilles Laurent & Etienne Mullet & Carolyn Yoon, 2017. "Impact of age on brand awareness sets: a turning point in consumers’ early 60s," Marketing Letters, Springer, vol. 28(2), pages 205-218, June.
    8. Brush, Gregory J. & Soutar, Geoffrey N., 2022. "A Rasch analysis of service performance in a tourism context," Journal of Business Research, Elsevier, vol. 139(C), pages 338-353.
    9. Valeria L M A Freundt & Luiza Venzke Bortoli Foschiera, 2024. "The Impact of Voluntary Recall on the Trust of Loyal and First-Time Consumers in a High Awareness Brand After a Functional Transgression," Corporate Reputation Review, Palgrave Macmillan, vol. 27(3), pages 172-184, August.
    10. Dawei Liu & Jinyang Yu, 2024. "Impact of perceived diagnosticity on live streams and consumer purchase intention: streamer type, product type, and brand awareness as moderators," Information Technology and Management, Springer, vol. 25(3), pages 219-232, September.
    11. Tesfaye Wolde, 2016. "Brand Awareness and Brand Preference for Carbonated Soft Drinks: Evidence from Cadbury Schweppes Ethiopia Research Evidence from Life Experience," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 122-128, June.
    12. Cheng-Jong Lee, 2014. "Effects of sport mega-events on city brand awareness and image: using the 2009 world games in Kaohsiung as an example," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1243-1256, May.
    13. Samir Mamadehussene & Francisco Silva, 2023. "Modeling Competition over Multiple Variables under Limited Consumer Awareness," Journal of Industrial Economics, Wiley Blackwell, vol. 71(1), pages 192-211, March.
    14. Teresa Ruão & Sandra Marinho & Sara Balonas & Ana Duarte Melo & Ana Isabel Lopes, 2016. "Brand Management at a Local Scale: A Case of ‘Ghost Awareness’," Corporate Reputation Review, Palgrave Macmillan, vol. 19(2), pages 179-193, April.
    15. Das, Gopal, 2014. "Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 284-292.
    16. Li, Zhaolin & Ryan, Jennifer K. & Sun, Daewon, 2017. "Selling through outlets: The impact of quality, product development risk, and market awareness," International Journal of Production Economics, Elsevier, vol. 186(C), pages 71-80.
    17. Adam Duhachek & Anne T. Coughlan & Dawn Iacobucci, 2005. "Results on the Standard Error of the Coefficient Alpha Index of Reliability," Marketing Science, INFORMS, vol. 24(2), pages 294-301, July.

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