Linkage Projects - Grant ID: LP0560969

Funding Activity

Website
http://dataportal.arc.gov.au/NCGP/Web/Grant/Grant/LP0560969

Funding Status
Closed

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Funded Activity Summary

Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alternative, but effective in terms of reducing cognitive effort. The project will conduct a meta-analysis of over 250 branding strategies followed by a new data collection and latent segmentation analysis. The result will be a more comprehensive decision support tool for brand development, focusing management actions and improving marketing efficiency.

Funded Activity Details

Start Date: 01-01-2005

End Date: 30-06-2008

Funding Scheme: Linkage Projects

Funding Amount: $80,000.00

Funder: Australian Research Council

Research Topics

ANZSRC Field of Research (FoR)

Marketing And Market Research | Marketing

ANZSRC Socio-Economic Objective (SEO)

Marketing |

Other Keywords

Marketing | Marketing And Market Research

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