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Current Issue

Vol. 58 No. 6, 2016

Peter Mouncey pp. 767–774 [Download PDF]
In this editorial, Peter Mouncey previews the articles in volume 58(6) of IJMR, covering topics including the application of consumer perceptions to brand categorisation, methods for identifying store personalities, the consumer style index in an Arabian context and the application of SCM models. Peter also discusses the forum section on measuring brand image and the viewpoint section on the misuse of Importance-Performance Analysis. His editorial examines Rob Santos, article on why polls have not been accurate recently. He also writes about the MRS evening meeting on augmenting polls with passive data. Peter ends the editorial with the announcement of a special issue of IJMR on the challenges of measuring public opinion and he highlights the Call for Papers.
Published 30 November 2016

Viewpoint: Importance-performance analysis: common misuse of a popular technique
Josip Mikulic, Darko Prebežac and Marina Dabic pp. 775–778 [Download PDF]
This viewpoint discusses the misuse of Importance-Performance Analysis (IPA). The authors argue that in contemporary IPA research importance is rarely regarded as a multidimensional concept despite the topic being debated since the late 1960s. They say that the practice of making absolute, categorical conclusions in IPA, based solely on the relative positioning of attributes, should be abandoned but that stated and derived measures must not be regarded as alternative measures for the same concept, i.e. importance. Therefore, managerial implications in future IPA research must necessarily be adapted to the type of importance measure used, although ideally both should be utilised.
Published 30 November 2016

Forum: Comparing association grids and 'pick any' lists for measuring brand attributes
Duncan Rintoul, Homa Hajibaba and Sara Dolnicar pp. 779–794 [Download PDF]
Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey. The association grid is a multiple response matrix used to measure brand image associations for a number of brands at the same time. Attributes are usually presented as rows, and brands in columns, allowing respondents to select each association they perceive to be true (e.g. Coca Cola – Popular). Our results indicate that larger association grids are answered considerably faster, but are heavily prone to evasion bias and perform worse when it comes to drop-out, comprehension and attention to the task. Smaller association grids have no ill effect on the respondent experience, but are also devoid of material benefit in terms of field time or data quality. As a tool for measuring brand-image association, the association grid is therefore not recommended.
Published 30 November 2016

How local/global is your brand? A technique to assess brand categorisation
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva pp. 795–814 [Download PDF]
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts. It tests this theory using a quantitative instrument to assess consumer perceptions of local/global brand categorisation, with representative samples. Currently, most of the literature relating to the different typologies of brands (global, local, etc.) has been founded on academic/practitioner categorisations based on objective criteria. Consumers, on the other hand, do not know these categorisations based on objective criteria and may well see the brands differently. Existing research to categorise brands from the consumer’s perspective has been conducted with qualitative techniques using small samples, meaning the results obtained are difficult to generalise. This paper relies on the results of an empirical research study based on a survey carried out among Mexican consumers using a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into ‘global’, ‘local’, ‘glocal’ and ‘functional’, based on consumers’ perspectives, and reveal important differences in the categorisation of brands vs the traditional approaches found in the literature.
Published 1 September 2016

A comparison of self-organising maps and principal components analysis
Gopal Das, Manojit Chattopadhyay and Sumeet Gupta pp. 815–834 [Download PDF]
This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'. Data were collected for the retail store personality construct via a validated scale from previous studies that had used the mall intercept technique. A total of 367 people responded, of whom 353 were found to be valid for data analysis. Data were analysed using CPA and SOM; both methods gave comparable clustering results, although the results for SOM were quite conclusive. In addition, we found that SOM complemented PCA by providing visual clustering results far superior to those of PCA. SOM can be used to further analyse PCA data using visual clustering features; both could be used in tandem. Although SOM have been used in a number of studies in marketing, this is the first paper to compare PCA and SOM on terms of application to the marketing construct 'retail store personality'.
Published 16 July 2016

Young Syrian consumer styles: implications for international marketers
Reem Ramadan pp. 835–859 [Download PDF]
This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population. Its aim is to advance understanding of contemporary consumer behaviour in the Arab world. Participants in the study described were undergraduate students at Damascus University and the results confirmed a six-factor consumer decision-making style. Social motivation was found to be an important factor for consumption. Syrians were more likely to relate to a brand or product to the extent where a cognitive match existed between an individual’s self-concept and a positive value-expressive attribute. In addition, brand names formed cognitive reflections of product quality rather than formal assessments of quality in products. The results of this study could help in generalising theories developed in western societies to Arab populations, as well as in the better understanding of Arab consumer decision-making styles. Practical implications for practitioners and international marketers are also proposed.
Published 5 August 2016

A demonstration of structural choice modelling in a market research context
Jasha Bowe, Cam Rungie, Richard Lee and Larry Lockshin pp. 859–880 [Download PDF]
Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice. Despite this efficacy, a key shortcoming of a DCE is that it does not allow simultaneous comparisons across separate experiments, such as for different product categories, even if both experiments use the same respondents. While wider modelling in a single DCE can use interaction terms as a workaround method to compare across experiments, comparing partworth estimates of separate DCEs is problematic. This study illustrates the use of structural choice modelling (SCM), a recent development that incorporates latent variables and structural equations into the analyses of DCEs and more generally into choice processes. SCM makes it possible to evaluate the consistencies (i.e. heterogeneity) of preferences for attributes common across multiple DCEs when applied to the same respondents, thereby overcoming the stated DCEs’ weakness.
Published 1 March 2016

Book review: How brands grow: part two, by Jenni Romaniuk and Byron Sharp
Peter Mouncey pp. 881–882 [Download PDF]
This book review looks at 'How brands grow: part 2' by Jenni Romaniuk and Byron Sharp, the 2015 follow up to Byron Sharp's 2010 'How brands grow'. Like the first book, it attempts to challenge the reader to recognise the fundamental errors in contemporary marketing thought. The first two chapters reiterate material from the first book and throughout the work there is reused material. The third and fourth chapters, 'Building mental availability' and 'Leveraging distinctive assets', are the most valuable, compared to some of the more basic later chapters. The reviewer's reaction to the book was mixed, while some of it was insightful it didn't live up to the first book though some readers of the first book may find more detail on its key concepts.
Published 30 November 2016

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