The Underlying Structure of Brand Awareness Scores

Gilles Laurent, Jean-Noel Kapferer and Françoise Roussel
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Gilles Laurent: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique
Jean-Noel Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Abstract: There are three classical measures of brand awareness: aided, spontaneous, and top-of-mind. The relationships between these measures, across a set of brands in the same product category, are close, but highly nonlinear. We show that these relationships can be linearized, in all product classes, by performing a logistic transformation on each measure. This amounts to describing the process by which consumers answer awareness questions by a Rasch model, originally proposed to describe the success of students in answering exam questions. The brand's salience is equivalent to the students' competence, and the difficulty of the awareness question is equivalent to the test difficulty. We briefly summarize the research process that led to this empirical generalization. Managerial implications are described, mainly linked to the diagnosis of "locked" versus "open" product categories.

Keywords: buyer behavior; measurement; scaling methods (search for similar items in EconPapers)
Date: 1995
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Citations: View citations in EconPapers (15)

Published in Marketing Science, 1995, 14 (3), pp.170-179. ⟨10.1287/mksc.14.3.G170⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00458457

DOI: 10.1287/mksc.14.3.G170

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