Brand segmentation using implicit brand measures

Marco Vriens, Alessandro Martins Alves and Song Chen
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Marco Vriens: Chief Executive Officer, Kwantum, USA
Alessandro Martins Alves: Director, Ipsos, UK

Applied Marketing Analytics: The Peer-Reviewed Journal, 2017, vol. 3, issue 2, 172-182

Abstract: Segmentation can be a difficult analytical project to pull off. Brand segmentation, in particular, has been challenged to the point that some research has aimed to demonstrate it does not exist. Although such studies have covered many different product categories, they have not addressed the issue using recent developments in the measurement of (brand) attitudes; neither have they used optimal analytical techniques. Both of these have the potential to affect segmentation solutions in a significant way. This paper aims to fill this gap in the literature. It investigates whether brand segments can be identified using implicit attitudes and using segmentation models that are best suited for the data at hand. The study finds evidence of meaningful brand segmentation in over 50 per cent of the categories studied.

Keywords: brand segmentation; K-mode analysis; K-means; implicit attitudes; managerial usefulness (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2017:v:3:i:2:p:172-182

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