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Conjoint Analysis as an Instrument of Market Research Practice Read chapter Read first chapter

2003 | OriginalPaper | Chapter

Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry

Authors : Claus Kolvenbach, Stefanie Krieg, Claudio Felten

Published in: Conjoint Measurement

Publisher: Springer Berlin Heidelberg

Included in: Professional Book Archive

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At first, the automotive manager had only one simple question: “What price premium does the brand value of my models allow me to demand on the market?” In this article, we would like to show how conjoint measurement can be used to find an answer to that question. Conjoint measurement is not the only building block for determining brand value, yet it is the foundation on which the “brand simulation model”, which we will introduce here, is built.

previous chapter Dealing with Product Similarity in Conjoint Simulations
next chapter Continuous Conjoint Analysis
Metadata
Title
Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry
Authors
Claus Kolvenbach
Stefanie Krieg
Claudio Felten
Copyright Year
2003
Publisher
Springer Berlin Heidelberg
Book
Conjoint Measurement

Print ISBN: 978-3-662-11370-7

Electronic ISBN: 978-3-540-24713-5

Copyright Year: 2003

DOI
https://doi.org/10.1007/978-3-540-24713-5_20