High quality image data on how consumers perceive brands is essential to make good brand management decisions. Prior studies reveal that brand images are not very reliable, as they are typically measured in industry, which might be due to the answer format typically used (Rungie et al., 2005)....

Ordinal scales have become the most popular format in questionnaire design for marketing surveys (Van der Eijk, 2001) despite both (1) causing a number of methodological problems (Scharf, 1991; Peterson, 1997; Kampen & Swyngedouw, 2000) and (2) taking longer to answer (Dolnicar, 2003). The duration of...

This study investigates drivers of airline loyalty. It contributes to the body of knowledge in the area by investigating loyalty for a number of a priori market segments identified by airline management and by using a method which accounts for the multi-step nature of the airline choice process....

High quality image data on how consumers perceive brands is essential to make good brand management decisions. Prior studies reveal that brand images are not very reliable, as they are typically measured in industry, which might be due to the answer format typically used (Rungie et al., 2005)....