On the validity of measuring brand images by rating concepts and free associations

Danes, Jeffrey E.; Hess, Jeffrey S.; Story, John; Vorst, Keith

doi:10.1057/bm.2011.39

Cited by 10 publications

(4 citation statements)

References 28 publications

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“…New web‐enabled research tools that capture the benefits of real‐time creative idea generation from very large virtual groups address the small group size of the collaborative workshop approach noted above, as well as the small group size limitations of observational and one‐on‐one or focus group interview methodologies. Danes et al (2010, 2011) present an innovative, web‐based ideation tool that enables participants to dynamically generate and evaluate ideas. The tool offers market and packaging researchers the potential to connect with and solicit ideas from very large numbers of respondents, and also permits respondents to evaluate and share ideas with each other.…”

Section: Methodologies Used To Gain Consumer Insights On Package Designmentioning

confidence: 99%

“…The tool offers market and packaging researchers the potential to connect with and solicit ideas from very large numbers of respondents, and also permits respondents to evaluate and share ideas with each other. The premises and benefits of dialogr.com as a qualitative research methodology are enumerated in Danes et al (2010, 2011).…”

Section: Methodologies Used To Gain Consumer Insights On Package Designmentioning

confidence: 99%

“…In response to an open‐ended question (the topic), users post responses, rate and comment on the ideas of others. This rating feature allows the analyst a reliable and valid method of identifying the key issues as defined by the participants (Danes et al , 2011).…”

Section: Implications and Conclusionmentioning

confidence: 99%

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A mixed‐methods approach for designing market‐driven packaging

Metcalf

Hess

Danes

et al. 2012

Qualitative Market Research: An International Journal

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PurposeThe purpose of this paper is to demonstrate how a web‐based virtual ideation tool, dialogr.com, can be used to capture insights from consumers and to gain an understanding of consumer satisfaction with package design during and after product use. The authors also demonstrate how the resulting rich qualitative data can be combined with output from traditional survey research, to provide insight into the impact of satisfaction with package design on purchase intent.Design/methodology/approachA mixed‐methods approach was employed that captured qualitative insights from a large number of consumers regarding their experience using product packaging and combined the quantitative rigor of survey research to capture brand familiarity and perceptions, as well as brand preference and loyalty.FindingsResults demonstrate that design is important to consumers and also that consumers are increasingly design literate. The perceived quality of the package design does impact brand evaluation. Negative reactions to product packaging adversely impacted intent to purchase and intent to recommend the product to others.Practical implicationsResults show that the mixed model is a promising method for gaining feedback on new package designs. Substantive implications include: design drives purchase, consumers want to be involved in design, and getting user input on design is important.Originality/valueConsumer packaged goods companies often test packaging prototypes in a limited way – they either ignore qualitative measurement completely or use small sample focus groups. This quali‐quant method offers two advantages over the methodologies most commonly used to study package design; it has the capacity to engage large numbers of consumers and it can be set up to gather data from consumers during or immediately after product use.

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Section: Methodologies Used To Gain Consumer Insights On Package Designmentioning

confidence: 99%

Section: Methodologies Used To Gain Consumer Insights On Package Designmentioning

confidence: 99%

See 1 more Smart Citation

A mixed‐methods approach for designing market‐driven packaging

Metcalf

Hess

Danes

et al. 2012

Qualitative Market Research: An International Journal

View full text Add to dashboard Cite

show abstract

“…While some authors have defended the use of the former (Gardner & Levy, 1955;Durgee & Stuart, 1987;Danes, Hess, Story, & Vorst, 2012), others have opted for the latter, and the majority of authors have suggested the use of mixed techniques for image studies, combining qualitative and quantitative tools during the different study phases (Churchill, 1979;Zaichkowsky, 1985;Sanz de la Tajada, 1994;Low & Lamb, 2000;Del Rio, Vazquez, & Iglesias, 2001;Martinez & De Chernatony, 2004;Dolnicar & Grün, 2007;Koubaa, 2008;Park, 2009;Huang, 2010); (2) Although there are scales that allow for the measurement of partial dimensions of brand image, there is yet to be an agreement on a standard set of attributes; that is, items to be included in a scale for measuring the overall image of any type of brand, regardless of the specific brand product category; (3) Dobni and Zinkhan (1990) summed up the process that is typically followed when studying brand image using combined qualitative and quantitative instruments. Once again, the lack of agreement as to a specific technique and measurement scale is evident.…”

Section: Literature Review Brand Imagementioning

confidence: 99%

The Balance Between the Transmitted and the Perceived Image of Luxury Fragrance Brands

Díaz-Bustamante¹,

García²,

Puelles³

2015

JMAA

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The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regards to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted in order to determine the perceived image of the principle luxury fragrance brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands so that a subsequent comparison may be made with the advertising created by said brands in order to verify whether or not the image projected in their advertising corresponds with the perceived image of their target audience.

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The Globality of Brands—A Question of Methods?

Löffler¹,

Decker

2020

Advanced Studies in Behaviormetrics and Data Science

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On the validity of measuring brand images by rating concepts and free associations

Cited by 10 publications

References 28 publications

A mixed‐methods approach for designing market‐driven packaging

A mixed‐methods approach for designing market‐driven packaging

The Balance Between the Transmitted and the Perceived Image of Luxury Fragrance Brands

The Globality of Brands—A Question of Methods?

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