A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda

Devdeep Maity
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Devdeep Maity: Associate Professor, Delaware State University, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 2, 170-177

Abstract: This paper discusses the issue of low stability associated with free-choice brand-attribute associations where the second interview with a sample of respondents does not yield the same positive answers as the first interview. This paper recommends a novel two-step approach, using unrestricted attribute-elicitation procedure mapping (UAM) in conjunction with longitudinal generalised Procrustes analysis (GPA) to resolve the low stability problem. The paper offers a general discussion of the subject along with specific propositions.

Keywords: unrestricted attribute-elicitation procedure mapping; generalised Procrustes analysis; brand-attribute association; free-response scale (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2018:v:4:i:2:p:170-177

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