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Current Issue

Vol. 57 No. 5, 2015

Peter Mouncey pp. 657–668 [PDF]
In his editorial, Peter Mouncey introduces the BPC/MRS enquiry on researching voting intentions, discussing the pollsters' views, the challenges surrounding data collection methods in a complex world and whether Britain is a nation of liars.
Published 28 September 2015

Viewpoint: The power of brand love
Ryan Barker, Jeffrey Peacock and Marc Fetscherin pp. 669–672 [PDF]
This Viewpoint aims to provide evidence that brand love can lead to greater profitability and total shareholder return. The article is a response to a Viewpoint by Jenni Romaniuk published in IJMR in 2013 which argued that there is no evidence that building brand love leads to higher market share, sales or profitability.
Published 28 September 2015

Reply to Viewpoint: Tainted love
Jenni Romaniuk pp. 673–676 [PDF]
This article responds to the Viewpoint 'The power of brand love' in this issue of IJMR, arguing that the authors fall short in two key areas: the relationship stages don't fit with decades of evidence about buyer behaviour, and when using BERA scores, correlation does not mean causation.
Published 28 September 2015

The influence of Bill Schlackman on qualitative research
Simon Patterson and Francesca Malpass pp. 677–700 [PDF]
William ‘Bill’ Schlackman played a major role in the development of qualitative research in the UK. His experience in psychotherapy, clinical psychology and motivational research, as well as his relationship with Ernest Dichter, helped form what we know as qualitative research today. He ran various workshops on the use of projective techniques, for which he is widely remembered, as well as presenting a number of papers at MRS Conferences between 1961 and 1986. Schlackman’s passion and enthusiasm for experimental research design, and the use of projective and motivational techniques in market research, helped propel qualitative research to achieve a deeper understanding of consumer motivations. His early work on packaging research can be equated with the modern practice of semiotics, and his development of sensitivity panels can be compared with online communities.
Published 28 September 2015

New conjoint approaches to scaling brand equity and optimising share of preference prediction
Hervé Guyon and Jean-François Petiot pp. 701–726 [PDF]
Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares. This article proposes two new approaches to scale customer-based brand equity using repeated measures and structural equation modeling and to estimate the share of preferences on the basis of a randomized first choice. The outcome is a new tool to predict accurate preference shares, taking into account product utilities (estimated by rating-based conjoint analysis) and the brand equity related to product attributes (estimated as a latent variable with structural equation modeling). An example with three products illustrates this new approach.
Published 28 September 2015

A new approach to network analysis for brand positioning
Hui-Ju Wang pp. 727–742 [PDF]
The purpose of this paper is to expand the domain of brand positioning measurement by demonstrating how network analysis techniques are used in brand positioning research. Using 12 sample brands in the electronic industry, this paper proposes a four-step process as a practical guide in analysing the effects of brand positioning on differentiation. Through the techniques of core-periphery structure, the paper creates four clusters to reveal differentiation of brand positioning. It provides clear arguments for using network analysis as the preferred method to capture the structure of brand positioning. The results have significant theoretical and practical implications for academic researchers and practitioners in the field of brand management.
Published 28 September 2015

Using choice experiments to find double jeopardy patterns
Luke Greenacre, Arry Tanusondjaja, Steven Dunn and Bill Page pp. 743–758 [PDF]
Double jeopardy is one of the most important empirical patterns of consumer brand purchase behaviour. It asserts that large brands benefit from having more consumers who are also generally more loyal. Traditional methods for detecting double jeopardy patterns in consumer purchasing behaviour rely heavily on the availability of panel data. Although alternative methods have been proposed, these too require large quantities of data, making them costly to implement for many managers and researchers. This study proposes a new method for detecting double jeopardy patterns that requires only small samples of data. Using the instant coffee market in the US to test this new method, it is shown that repeated discrete choice experiments can produce proximate measures to those used as inputs to double jeopardy calculations. This approach gives researchers an economical and easy method to test whether a market conforms to double jeopardy, allowing them to keep managers informed about the properties of consumer purchase behaviour in their markets.
Published 28 September 2015

Eliminating order effects in association tasks without using randomisation
Ian Durbach and Gareth Lloyd pp. 759–776 [PDF]
It has often been observed that changing an item’s position in a list can substantially affect the probability that it is chosen. This paper assesses the magnitude of these so-called order effects in brand-attribute association tasks, and examines the confounding roles played by brand usage and question framing. While our main order effect is roughly the same as that observed for similar response formats, we find substantially larger order effects among users of a brand than non-users; and question frames that first ask respondents to create an attribute shortlist before making associations on this reduced set eliminate or greatly reduce the magnitude of the order effect and its interaction with brand usage. These simple modifications to question framings may be useful where randomisation is not feasible.
Published 1 December 2014

The brand likeability scale: An exploratory study of likeability in firm-level brands
Bang Nguyen, Yuksel Ekinci, Lyndon Simkin and T.C. Melewar pp. 777–800 [PDF]
We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.
Published 28 September 2015

Book review: Brand psychology: consumer perceptions, corporate reputations, by Jonathan Gabay
Jennifer Brannon Barhorst pp. 801–802 [PDF]
This book review examines 'Brand psychology: consumer perceptions, corporate reputations', which aims to explain the psychology behind cultural, political and commercial brands, and how they secure trust, loyalty and business. The book explores topics of consumer motivation and brand perception, as well as ethics, big data, brand storytelling and the psychology of the modern CEO. It also provides case studies and supporting material on its website.
Published 28 September 2015

Book review: The psychology of fear in organisations: how to transform anxiety into well-being, productivity and innovation, by Sheila M. Keegan
Malcolm McDonald pp. 803–804 [PDF]
This book review examines 'The psychology of fear in organisations: how to transform anxiety into well-being, productivity and innovation', which deals with the paradox of fear and how it shapes organisations, and suggests how to harness fear to improve productivity and organisational health through promoting human values. The book is written by an experienced psychologist with years of practical business experience, and brings scholarship to the topic in an engaging and interesting way.
Published 28 September 2015

MRS Events

October 2015

Effective Advertising Evaluation06.10.15 | MRS, London EC1V 0JR

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Consumer Psychology07.10.15 |

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Introduction to Market Research08.10.15 | MRS, London EC1V 0JR

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MRS News

AGM - Annual General Meeting 2015

24.09.15 Read more

MRS Silver Medal 2015

23.09.15 Read more

MRS Delphi Group research reveals what sways voters

15.09.15 Read more


The IJMR is published for MRS by Warc, the global provider of ideas and evidence for marketing people.