IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-00458457.html
   My bibliography  Save this paper

The Underlying Structure of Brand Awareness Scores

Author

Listed:
  • Gilles Laurent

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • Jean-Noel Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Françoise Roussel

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-Noel Kapferer & Françoise Roussel, 1995. "The Underlying Structure of Brand Awareness Scores," Post-Print hal-00458457, HAL.
    • Handle: RePEc:hal:journl:hal-00458457
    DOI: 10.1287/mksc.14.3.G170
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    9. 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.
    10. 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.
    11. 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.
    12. 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.
    13. 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..
    14. 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.
    15. 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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-00458457. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.