Multi-attribute Theory

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Brand Personality Knowledge Center

Forum 3 Mruga Kotecha Student (University), United Kingdom 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? X Welcome to the Brand Personality forum. The topic being discussed here is: "Multi-attribute Theory". Get access to all of our 900 knowledge centers about management. Join more than 1,000,000 other members. Log in   Comments Sort by date Sort by rating Rating   2 Jaap de Jonge Editor, Netherlands   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.   0 saeed gholami Business Consultant, Iran   Brand and Brand Equity I am doing research about brand equity in oil industry. To establish a justification of brand equity... Sign up   Leave a comment Share your knowledge or experience

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Brand Personality Knowledge Center

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