7 + 8

Question 1

The influence of Brand association on Consumers’ choice

what are the 3 association components that make brand equity?

decribe in detail

Answer 1

• Strength of Brand associations
  
  • The moor deeply a person thinks about product information and relates it to existing brand knowledge, the stronger is the resultung brand association.
• Uniqueness of brand associations
  
  • Uniqueness of the brand / product
  • May provide the brand some sustainable competitive advantage
• Favorability of brand associations
  
  • Is higher when a brand possesses relevant attributes and benefits that satisfy consumer needs and wants.

Question 2

• What is Brand salience?
  
  • Internal
  • external

Answer 2

The probability that a brand enters our consciousness at any random moment of our life

• Internal Salience:
  
  • What are the chances to think about brand just being you, without external influence?
• External Salience:
  
  • What are the chances to think about brand just being you, with external influence?
• Perceptual salience:
  
  • The chance you will be confronted with that brand
• Social salience:
  
  • Other people talking about the brand. You observe them or are one of the group.

Question 3

Dual structure of brand associations

What is the difference between:

• Brand evocation
• Brand imagination

Answer 3

• Brand evocation
  
  • Unconscious
  • About salience
• Brand imagination
  
  • Conscious
  • About image

Question 4

What do we mean with ‘arousal’ when talking about Association networks?

Answer 4

Association network:

• The amount of associations increase when you’re involved, experience or heat about a brand. (connected by nodes)

Arousal:

• How early an association comes to mind when you think about a brand and the strength of this. It is very good to have at least a few strong associations. Thinking about a brand makes you think about experience, stories, imagery, user groups, etc.
  
  • 4 uur >> Cup a Soup
  • Cup a Soup >> 4 uur

Question 5

Give an example of how framing can alert different nodes in a associative network

Answer 5

Is it advertised as a drug or is it advertised as a supplement?

• Drug:
  
  • Then, consumers tend to discount the health risk associated with the remedy (such as health risks of high-fat food).
    
    • >> consumers are more likely to engage in high risk behavior such as high-fat eating (especially those who are at higher risks (obese and high cholesterol consumers).
    • It is considered as a “get out of jail free card.”
• Supplement
  
  • Then, consumers seem to realize that the label means that the remedy must be taken in conjunction with some kind of change in lifestyle, such as heathier eating and more exercise.

Question 6

What do we mean with

• size
• strength
• scope

regarding brand awareness

Answer 6

• Depth:
  
  • Size: recognition and recall
  • Strength: Intensity
• Breadth (width)
  
  • Scope
    
    • Series of product categories that the brand is connected to in our memory
• Depth of brand awareness
  
  • Ease of recognition & recall
  • Strength to clarity of category membership
• Breadth of brand awareness
  
  • Purchase consideration
  • Consumption consideration

Question 7

Give 3 hypotheses to why consumers prefer known brands over unknown brands

Answer 7

• Social desirability
  
  • A brand that is accepted by friend, family or accepted in your country (= well known). When it is good enough for my friend, when I see my friends use the product, when it has a high market share, then it will probably be a good brand.
    • We follow other people. (Most dominant, prominent one = best explaining)
• Mere exposure (Not supprted)
  • Things exposed many times become more familiar and more accepted.
    
    • The attitude, liking goes up. Even though we do not know anything from the brand, the more we see it is, the more we appreciate it.
    • No deepness, just seeing the brand, person, e.g.
• Acces to information (not supported)

Question 8

There are three forms of cognition applied to brands:

Answer 8

• Verbal system
  
  • visual, auditory: phrases and records that express experiences with and significances of a brand
• Non-verbal system
  
  • analog representations: visual images, auditory representations, sensing and feeling, taste, smell
• Propositional representation
  
  • abstract meanings of a brand: interpretations such as image and mentalees

Question 9

Give examples of the following categories of brand believes:

ex. Why can color trigger a certain brand?

• color
• Subbrand
• country of origin
• Service associations
• usage moment
• Use-image
• Perceived quality and price

Answer 9

• Color
  
  • Color purple is enough to triger Milka
• Subbrand
  
  • “I drive a Golf, Passat” and people know where you are talking about (Volkswagen)
• Country of origin
  
  • Citroën shows prototypical German things (bradwurst, Oktoberfest, Berlin) in their advertisement, but also show made in France at the end of the commercial
    • Stresses reliability, but also makes clear that the France are capable of making good cars. (Not very smart to compare with German prototype)
• Service associations
  
  • Cross pens are very expensive, but this brand offers a lifetime guarantee. If it breaks, the pen will be replaced by a new one.
• Usage moment
  
  • Champagne for celebration. It helps us to define the usage situations
    • it will not be helpful if you want to increase the number of sales. You cannot increase the number of celebrations. On the other hand, people are less price sensitive when celebrating.
• Use-image
  
  • Why does SPA use blue? It is clean water, natural, from its source. The real thing. SPA
• Perceived quality and price
  
  • When things are expensive, people expect that the wine is good quality. If the prices are too low, people are reluctant to buy the product since they think the quality is not good enough.

Question 10

Observed vs Experienced Emotions Associations

Answer 10

Observed: Learning from advertisements

Experienced: Learning from interaction

Question 11

Two ways of using emotions as a marketing instrument

Answer 11

• Tactical
  
  • Emotion as means to activate responses (not directly linked to the brand)
    
    • Central beheer (humor)
      Vrachtwagen die niet onder de brug door past met dixies erop (kliederboel) en mevrouw met cabrio erachter.
• Strategic
  • Emotions are used as a “benefit” and are permanently linked to the brand name.
    
    • Dove evolution

Question 12

Difference between brand attitude and brand images

Answer 12

• Image
  
  • Only deals with beliefs, associations
• Attitude
  
  • Also deals on evaluations: How important is that characteristic to me?

Question 13

from brand knowledge to brand behavoir

draw conceptual model

Answer 13

Question 14

Every brand relationship expresses the following aspects (4):

Answer 14

• Interaction
• Communication
  
  • (domination and affinity)
• Reciprocity
  
  • Wat do I get in return?
• Continuity
  
  • Loyalty

Question 15

3 kinds (roles) of relationships with brands

Answer 15

• Practical role
  
  • is about convenience: all my friends use this app or have this product, so that is convenient. But also i worked with iOS before, i know how it works and therefore i stick to iPhone.
• Emotional role
  
  • The image of the things are associated with iPhone fit yours
• Social role
  
  • Is about ‘status’: I am superior since I have the new iPhone.

Question 16

Definition customer engagement

Answer 16

Customer enagement:

is a form of involvement that goes further than the transaction and includes interactive activities with other groups without an expected direct or apparent personal benefit in return (Vivek, 2009; Wagner and Majchrzak, 2006)

Question 17

Differences Involvement vs Engagement

Answer 17

• Customer involvement:
  
  • Impact on ad attention
  • Effect on motivation and ability to process information
  • Influence on bad preferences and willingness to pay
  • Pre-purchase
• Customer engagement:
  
  • Impact on relationship (trust)
  • Effect on cross-selling and share-of-wallet
  • Influence on customer satisfaction
  • Post-purchase

Question 18

Definiton of Perceived Corporate Engagement

4 important factors that determine the level of perceived c. engagement

Answer 18

The intensity with which customers experience the organization’s commitment to and interest in them, acting on a fair and equal partnership in which the ideas, experiences and activities of both parties with the engagement-object are incorporated”

• Inclusion
• Fairness
• Commitment
• Interest

Question 19

what does the means-end chain?

Answer 19

Connects attributes >> consequences >> value

• Attributes
  
  • ​Conrete: Cues (color, form, fat content)
  • Abstract: Dimensions (quality, style, comfort)
• Consequences:
  
  • Functional: Objective, rational
  • Sicio-psychologic: Subjective, emotional
• Value:
  
  • Instrumental (to have fun)
  • Terminal (live an exciting life)

When deleting one factor in the chain, it will fall like a house of cards

Question 20

Best definition of Brand image

Answer 20

Hard to measure and to interpret; image does not automatically transform into behavior

≈ brand association network

Question 21

From “where” to “what”: Distributed representations of brand associations in the human brain (Chen et al., 2015)

central findings

Answer 21

• Opposing the view that brand personality traits appear through reflective processing, they appear to exist a priori inside the minds of consumers.
  
  • The research was able to predict what brand a person was thinking about based solely on the relationship between brand personality associations and brain activity.

Question 22

Aakers brand personalities.

• Give its
  
  • factors,
  • traits
  • brands with the (according to Chen et al., 2015)
    
    • highest factor score
    • lowest factor score.

Answer 22

• Excitement: (Daring (trendy), Spiritedness, Imaginations, Up-to-date)
  
  • High: Google
  • Low: J.P. Morgan
• Competence: (Reliability, Intellegence, Success)
  
  • High: IBM
  • low: Budweiser
• Sincerity: (Down-to-earch, Honesty, Wholesomeness (original), Cheerfulness (friendly))
  
  • High: Campbell’s
  • Low: Goldman Sachs
• Sophistication: (Class (good-looking, glamorous), Charm)
  
  • High: Gucci
  • Low: McDonalds
• Ruggedness: (Masculinity, Toughness)
  
  • High: Harley-Davidson
  • Low: Lancôme

Question 23

From “where” to “what”: Distributed representations of brand associations in the human brain (Chen et al., 2015)

• What is the difference between “what” vs “where” questions?
• How can those questions be connected?

Answer 23

• Where:
  
  • Neuroscience approach (locate activity in the brain)
• What:
  
  • Marketing approach (what are the associations that goes through the mind of consumers when presente with a brand?)
• Connecting them:
  
  • Use of cross-validation techniques.
    
    • Can test wether a distributed pattern of brain activity contains some set of information predicted by cognitive and behavior theories.
      
      • Take scan of the brain activity in some situation and compare if its in line with predicted response by some theory

Question 24

From “where” to “what”: Distributed representations of brand associations in the human brain (Chen et al., 2015)

the two hypotheses

Answer 24

1. Brand personality traits exist in the mind of the consumer a priori, and can be recovered from brain activity during a passive viewing task.
2. Brand personality contents are distributed widely across the brain.

Question 25

Why is it relevant to know where in the brain activity takes place for marketing goals? (Chen et al., 2015)

Answer 25

* To overcome limitations of self-report * You can compare bran acitvity with a predicted response established theory (to assess the strenght of connection between associations) A natural next step is to characterize how these representations are affected by marketing actions, and what are the different cognitive processes that act on these representations.

Question 26

Values associated with luxery brand consumption and the role of gender (Roux et al., 2017) 7 findings

Answer 26

* Differences in men's and women's luxury values result from **asymmetries in social status.** * **Men** give more importance to **elitism** in luxury consumption than women. * **Men** give more importance to **exclusivity** in luxury consumption than women. * **Women** give more importance to **refinement** in luxury consumption than men. * **Status consumption** has a direct (indirect) positive influence on elitism in luxury consumption. * **Consumer's need for uniqueness** has a positive influence on exclusivity in luxury consumption. * **Public self-consciousness** has a positive influence on refinement in luxury consumption.

Question 27

Values associated with luxery brand consumption and the role of gender (Roux et al., 2017) Mangerial implications

Answer 27

Managerial implications primarily concern two complementary aspects of luxury brand consumption: 1. A specific segmentation (based on luxury values and drivers that dominate across genders) 2. A mean to adapt advertising claim to target.

Question 28

What are the strong points of Trumps presidential campaign?

Answer 28

* Make America Great Again * Invites people to do something (co-create brand meaning) * Show the past as prologue (recall better yesterday and promise to recreate it ) ('uncertain future' never works (especially for newcomers) * Embrace the 'Forgotten Man' * (which was overlooked by democrats) * Build enthusiasm * 5 speeches a day for big crowds were more imprassive than paid ads. * Social media * Close the scale * Timing is everything (You need votes only a single day, not forever) * In the last week Clinton looked tired

Question 29

Example of means-end chains

Answer 29

**Attribute \>\> benefit \>\> value** Fluoride \>\> no cavities \>\> health Generic \>\> low cost \>\> economy Baking \>\> soda whitening \>\> beauty Mint \>\> nice breath \>\> social No additives \>\> natural \>\> ecology

Question 30

4 projective techniques

Answer 30

A fairly ambiguous stimulus is presented to respondents. In reacting to or describing the stimulus, the respondents will indirectly reveal their own inner feelings. A. associations (ee.g., secret pooling, sorting techniques) B. completion (e.g., sentence completion) C. construction (e.g., Thematic Apperception Test, Cartoon test) D. expression (e.g., psycho drawing, role play)

Question 31

what does the conjoint analysis?

Answer 31

Segmentation based on preferences Shoe stores: * Assortment: wide or deep * Fashion focus: trendy; today or timeless * Brands: national, private or both * Location: A, B or C * Price range: \<449.99, \>550.00 \<999.99, or \>1100 euro * Service level: self, basic, full