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Capitalizing TM : optimization of the strategic and tactical choices that characterizes the launch of a key product - Gillette's M3Power case

Author

Listed:
  • Philippe Jourdan

    (IUT-UPEC - IUT Creteil-Vitry - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Damien de Ponthaud

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

This paper introduces a method of individual measure of brand equity based on the preferences and consumer choice. Building on the work of Park and Srinivasan, the author proposes two improvements, one on the conceptual framework (model) and the other one the metrics (measurement scales).

Suggested Citation

  • Philippe Jourdan & Damien de Ponthaud, 2006. "Capitalizing TM : optimization of the strategic and tactical choices that characterizes the launch of a key product - Gillette's M3Power case," Post-Print hal-01134349, HAL.
    • Handle: RePEc:hal:journl:hal-01134349
    Note: View the original document on HAL open archive server: https://hal.science/hal-01134349
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    References listed on IDEAS

    as
    1. Broniarczyk, Susan M & Alba, Joseph W, 1994. "The Role of Consumers' Intuitions in Inference Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(3), pages 393-407, December.
    2. repec:dau:papers:123456789/13919 is not listed on IDEAS
    3. Edgar Pessemier & Philip Burger & Richard Teach & Douglas Tigert, 1971. "Using Laboratory Brand Preference Scales to Predict Consumer Brand Purchases," Management Science, INFORMS, vol. 17(6), pages 371-385, February.
    4. Adaval, Rashmi, 2001. "Sometimes It Just Feels Right: The Differential Weighting of Affect-Consistent and Affect-Inconsistent Product Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 1-17, June.
    5. V. Srinivasan, 1979. "Network Models for Estimating Brand-Specific Effects in Multi-Attribute Marketing Models," Management Science, INFORMS, vol. 25(1), pages 11-21, January.
    Full references (including those not matched with items on IDEAS)

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