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<br/>The 'Neural Gas' algorithm was used to find clusters in a sample of 376 students who evaluated the Nike brand across 42 items of Brand Personality Scale. Discriminant analysis was performed to check the ability of PBA to form homogeneous segments, and an Exploratory/Confirmatory Factor Analysis (E/CFA) was carried out to confirm the validation. Five prototypes of perception were identified and described according to the importance respondents put on brand attributes. Four (among five) prototypes demonstrate a significant relationship (positive or inverse) with two or more dimensions of brand perception. Homogeny of the segments was attested, both, by Discriminant and by the E/CFA. Results suggest that PBA was both valid and reliable for capturing output brand positioning, once it succeeded in performing two important segmentation tasks: (a) identifying clusters relatively homogeneous in terms of brand perception, and (b) portraying the general opinion prevailing in every group of consumers about the brand assessed.<br/><br/>Economists have come to accept consumers' perceptions of choice alternatives as necessary ingredients of their standard model. According to McFadden 1 'economists investigating consumer behavior can learn a great deal from careful study <a href="">Inspector Digital</a> of market research findings and marketing practice', and 'cognitive illusions in purchase behavior seem to coexist comfortably with the use of discrete response models' (p. 368). Brands, on the other hand, act as shorthand in the consumers' minds, of the set of <a href="">Replacement Probe</a> functional and emotional associations and of trust, so that they do not have to think much about their purchase decision. 2Brands are powerful entities because they blend functional, performance-based values with emotional values. 3 Therefore, while <a href="">GeigerGraph Software</a> the Jaguar may compete with other brands of cars on rationally evaluated performance value, it may be bought because of the emotional value of prestige. A brand can be defined from a dyadic perspective, the manufacturers' (input) perspective or the consumers' imaginary (output) perspective. From the input perspective the notion of a brand is encapsulated in ideas portraying a brand as <a href="">Radalert 100 Geiger Counter</a> a legal instrument, as a logo, a company and as an identity system; <a href="">Inspector Digital Geiger Counter</a> from the output perspective a brand can be an image in consumers' minds, a personality, a relationship, an adding value or an evolving entity. However, 'the number of authors adhering to the concept of brands as associations in consumers' minds attests the growing support for consumer-centered perspective on the meaning of brands' (p. 91). 2<br/>
2011年04月22日(金) 12:32:25 Modified by nike100