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Extending Rungie Et Al.’S Model Of Brand Image Stability To Account For Heterogeneity, Sara Dolnicar, Bettina Grun, John Rossiter
Extending Rungie Et Al.’S Model Of Brand Image Stability To Account For Heterogeneity, Sara Dolnicar, Bettina Grun, John Rossiter
Faculty of Commerce - Papers (Archive)
Rungie et al. (2005) recently proposed a model that describes the reliability and stability of responses to attitude questions in brand image measurement. We test the validity of this model compared to the model proposed originally by Dall’Olmo Riley et al. (1997) using a new data set which was collected in view of findings by Dolnicar and Heindler (2004) that respondent fatigue has major negative effects on brand image stability. We propose an extension to the proposed model in which we account for heterogeneity in stability across brand-attribute associations. The extended model performs better than the two benchmark models and …
Question Stability In Brand Image Measurement - Comparing Alternative Answer Formats And Accounting For Heterogeneity In Descriptive Models., Sara Dolnicar, Bettina Grun
Question Stability In Brand Image Measurement - Comparing Alternative Answer Formats And Accounting For Heterogeneity In Descriptive Models., Sara Dolnicar, Bettina Grun
Faculty of Commerce - Papers (Archive)
High quality image data on how consumers perceive brands is essential to make good brand management decisions. Prior studies reveal that brand images are not very reliable, as they are typically measured in industry, which might be due to the answer format typically used (Rungie et al., 2005). The practical implication is that brand image data — as currently collected in consumer surveys — is not a valid source of market information. We challenge this implication. Using three measures of stability we test whether the binary answer format produces image data less reliable than alternative formats. We investigate whether the …