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Logistic regression models were used to examine the effect of the experimental conditions for single packages on the four brand attributes, and to examine the extent to which participants selected a pack (branded or plain) in the pack selection task.
Does the strategy reinforce existing brand attributes?
During research, our audiences identified two groups of brand attributes.
What new and valuable brand attributes might it create?
View a new market as a chance to take on new brand attributes.
"Because we had no brand equity we needed to put brand attributes around the product and service.
Conversely, the brand attributes consumers found more important were: "kindness and empathy" (up 391%), "friendly" (148%), and "socially responsible" (63%).
When choosing among possible social-purpose strategies, managers need to understand how each option affects key brand attributes.
"Advertisers use television because they need to make everyone aware of the differences in brand attributes" between their products and those sold by competitors, Mr. Wieser said.
In our study, we defined quality as a composite of the brand attributes (such as reliability, performance and convenience) that customers valued.
We first use two supervised machine learning methods, support vector machine classifiers and deep convolutional neural networks, to measure brand attributes (glamorous, rugged, healthy, fun) from images.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com