Multi-attribute Theory

Brand Personality
Knowledge Center

 

Next Topic

Brand Personality > Forum > Multi-attribute Theory

Multi-attribute Theory
Mruga Kotecha, Student (University), United Kingdom, Member
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? (...) Read more? Sign up for free
 

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


 
Multi-attribute Theory and Models
Jaap de Jonge, Management Consultant, Netherlands
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.
 

 
Brand and Brand Equity
saeed gholami, Business Consultant, Iran, Member
(...)
 

         
Special Interest Group Leader

Interested? Sign up for free.


Brand Personality
Summary
Forum
Best Practices


    Brand Personality
    Knowledge Center

     

    Next Topic



    About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
    2020 12manage - The Executive Fast Track. V15.4 - Last updated: 22-2-2020. All names of their owners.