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Mruga Kotecha
Student (University), United Kingdom
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Multi-attribute Theory
I have a question regarding the linear multi-attribute theory? What is this model? What are indifference curves in terms of multi-atribute theory? How can these be plotted for any given attributes?
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Jaap de Jonge
Editor, Netherlands
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Multi-attribute Theory and Models
When marketers or brand managers are investigating and analyzing the position / affect of an object / brand / product, they can use a simple undimensional attitude scale such as an overall like/dislike of the brand. This might give a good short, overall summary measure.
But a more sophisticated approach is to survey the degree to which (potential) clients perceive a brand or product has certain attributes. Such models are called multi-attribute models in brand marketing.
The big advantage of such models is that they allow the brand manager to gain a detailed understanding of the brand strenghts, weaknesses and personality in the eyes of (potential) clients.
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