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A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda
Applied Marketing Analytics: The Peer-Reviewed Journal,
4
(2),
170-177
(2018)
Abstract
This paper discusses the issue of low stability associated with free-choice brand-attribute associations where the second interview with a sample of respondents does not yield the same positive answers as the first interview. This paper recommends a novel two-step approach, using unrestricted attribute-elicitation procedure mapping (UAM) in conjunction with longitudinal generalised Procrustes analysis (GPA) to resolve the low stability problem. The paper offers a general discussion of the subject along with specific propositions.
Keywords: unrestricted attribute-elicitation procedure mapping; generalised Procrustes analysis; brand-attribute association; free-response scale
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Author's Biography
Devdeep Maity is Assistant Professor of Marketing in the College of Business at Delaware State University. He is also Vice Chair for two special interest groups at the American Marketing Association. His accomplishments include the Phillips, Paul D. & Lois Doctoral Dissertation Award, Dean’s Research Award, AMA-Sheth Doctoral Consortium Fellow, Outstanding Teaching Award and Outstanding Academic Scholar. His work has been published in Psychology and Marketing and Journal of Business and Industrial Marketing, and he has presented at numerous national and international conferences.
Citation
Maity, Devdeep (2018, September 1). A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 2. https://doi.org/10.69554/NMXT5547.
© Henry Stewart
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Publications LLP