English, Article, Journal or magazine article edition: Measuring Asymmetries in Brand Associations Using Correspondence Analysis Michael Greenacre; Anna Torres

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Bookmark: http://trove.nla.gov.au/version/153297
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Measuring Asymmetries in Brand Associations Using Correspondence Analysis
Author
  • Michael Greenacre
  • Anna Torres
Physical Description
  • preprint
Notes
  • Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated with evoked brands, and brand-attribute associations where brands are associated with the attributes. An application to a sample of deodorants is used to illustrate the proposed methodology.
  • Brand dominance, attribute dominance, measure of assymetries, correspondence analysis
  • RePEc:upf:upfgen:630
Language
  • English
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