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The low stability of brand-attribute associations is partly due to market research methodology

Journal Article


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Abstract


  • Using an experiment built into a longitudinal survey, we demonstrate that the low stability of consumers'

    brand-attribute associations [see Rungie, C., Laurent, G., Dall'Olmo Riley, F., Morrison, D.G., & Roy, T. (2005).

    Measuring and modeling the (limited) reliability of free choice attitude questions. International Journal of

    Research in Marketing, 22(3), 309-318.] can be partly explained by the prevailing methods used in market

    research, which can often lead consumers to construct temporary associations. To increase the proportion of

    stable brand-attribute associations, we recommend the following improvements in market research

    methods: use of a shorter, brand-prompted attribute association task; inclusion of an don't know this brand

    option to isolate ratings of brands unknown to the individual; omission of the standard instruction to guess

    when uncertain; and, in cross-cultural studies, translation of instructions and attribute descriptions into

    appropriate first languages. Even with these improvements, however, the maximal stability of associations

    that brands can achieve is less than 100% after correcting for methodological influences. This imperfect

    stability may mean that consumers learn brand-specific attribute associations that are temporary but stable

    enough to lead them to try or re-try the brand, after which consumers replace the specific brand associations

    with a summary brand attitude.

Publication Date


  • 2008

Citation


  • Dolnicar, S. & Rossiter, J. R. (2008). The low stability of brand-attribute associations is partly due to market research methodology. International Journal of Research in Marketing, 25 (2), 104-108.

Scopus Eid


  • 2-s2.0-44649169580

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1496&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/464

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 104

End Page


  • 108

Volume


  • 25

Issue


  • 2

Abstract


  • Using an experiment built into a longitudinal survey, we demonstrate that the low stability of consumers'

    brand-attribute associations [see Rungie, C., Laurent, G., Dall'Olmo Riley, F., Morrison, D.G., & Roy, T. (2005).

    Measuring and modeling the (limited) reliability of free choice attitude questions. International Journal of

    Research in Marketing, 22(3), 309-318.] can be partly explained by the prevailing methods used in market

    research, which can often lead consumers to construct temporary associations. To increase the proportion of

    stable brand-attribute associations, we recommend the following improvements in market research

    methods: use of a shorter, brand-prompted attribute association task; inclusion of an don't know this brand

    option to isolate ratings of brands unknown to the individual; omission of the standard instruction to guess

    when uncertain; and, in cross-cultural studies, translation of instructions and attribute descriptions into

    appropriate first languages. Even with these improvements, however, the maximal stability of associations

    that brands can achieve is less than 100% after correcting for methodological influences. This imperfect

    stability may mean that consumers learn brand-specific attribute associations that are temporary but stable

    enough to lead them to try or re-try the brand, after which consumers replace the specific brand associations

    with a summary brand attitude.

Publication Date


  • 2008

Citation


  • Dolnicar, S. & Rossiter, J. R. (2008). The low stability of brand-attribute associations is partly due to market research methodology. International Journal of Research in Marketing, 25 (2), 104-108.

Scopus Eid


  • 2-s2.0-44649169580

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1496&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/464

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 104

End Page


  • 108

Volume


  • 25

Issue


  • 2