Brand and Advertising Awareness: A Replication and Extension of a Known Empirical Generalisation

Australasian Marketing Journal - Tập 12 - Trang 70-80 - 2004
Jenni Romaniuk, Byron Sharp, Samantha Paech, Carl Driesener

Tóm tắt

From analysis of over 39 categories Laurent, Kapferer and Roussel (1995) found that top of mind, spontaneous and aided brand awareness measures have the same underlying structure. The difference in scores appears due to the difficulty of the measure. We have successfully replicated this work and extended it to similarly structured advertising awareness measures. However, additional analyses then revealed that while there is a good category level fit, modelling a single brand over time is less successful. Indeed, Laurent et al.'s excellent cross-sectional fit appears due to substantially different levels of salience between larger and smaller brands. This suggests that while the different types of awareness tend to vary with a brand's overall level of salience, this does not mean that the different measures simply reflect a single underlying construct. Further, our finding challenges the previous authors’ claim that knowing the score for one measure allows the estimation of the score for another measure. Instead, the model provides useful norms against which to compare actual scores.

Tài liệu tham khảo

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Australasian Marketing Journal

Tập 12

70-80

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