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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Do Method and Lack of Context Explain Low Stability of Brand Associations? No!
verfasst von : Oliver Koll, Maria Kreuzer
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Scholars report low stability of brand-attribute associations in free choice affirmative binary rating tasks (“yes”-option, ticked or not, indicating whether a brand has a specific attribute or not). A multi-brand meta-analysis by Rungie, Laurent, Rily, Morrison and Roy (2005) reports stability levels of 49% over a period of three months; another by Dolnicar and Rossiter (2008) an average of 53% for 20 brands with a one-week interval between two measurements. Dolnicar and Rossiter (2008) provide a set of recommendations to attain higher levels of stability, for example shorter questionnaires, or sampling only category users and brand aware respondents.