Are experts or potential users better at predicting the success of a new product? To explore this question we used an eleven-point probability scale, the Juster Scale, to ask various groups of people about their probability of taking up a new product and also their assessment of its chance of...

Purpose – The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand. Design/methodology/approach – Two longitudinal studies in banking and insurance were used. These...

Thesis (BManagement(Hons))--University of South Australia, 2009

This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a...

Consumers learn a brand?s identity elements through direct experience when buying and using a brand, and indirect experience via advertising. This research looks at the relative effects of these experiences on the memory structures developed by brand users and nonusers, for four identity...

Heavy buyers are considered attractive targets to retain or recruit. This segment is identified based on past purchase behaviour, which then provides the a priori classification for assessing the effectiveness of marketing interventions. This research examines the stability of such...

Consumer associations to brand attributes are a core part of Consumer Based Brand Equity (CBBE), and behavioural loyalty (buying frequency or share of wallet) is a key outcome ofCBBE. In this research, we test of the relationship between past behavioural loyalty and current brand associations....