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Research Note—Competitive Brand Salience

机译:研究报告—竞争品牌显着性

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摘要

Brand salience—the extent to which a brand visually stands out from its competitors—is vital in competing on the shelf, yet is not easy to achieve in practice. This study proposes a methodology to determine the competitive salience of brands, based on a model of visual search and eye-movement recordings collected during a brand search experiment. We estimate brand salience at the point of purchase, based on perceptual features (color, luminance, edges) and how these are influenced by consumers' search goals. We show that the salience of brands has a pervasive effect on search performance, and is determined by two key components: The bottom-up component is due to in-store activity and package design. The top-down component is due to out-of-store marketing activities such as advertising. We show that about one-third of salience on the shelf is due to out-of-store and two-thirds due to in-store marketing. The proposed methodology for competitive salience analysis exposes the optimal visual differentiation level of a brand versus its competitors, and of each SKU versus the other SKUs of the same brand. The model of the visual search process and methodology for competitive salience analysis enable diagnostic analyses of the current levels of visual differentiation of brands and SKUs at the point of purchase, and provide directions for increasing these.
机译:品牌显着性(品牌在视觉上在竞争者中脱颖而出的程度)对于在货架上竞争至关重要,但在实践中并不容易实现。这项研究提出了一种基于品牌搜索实验中收集到的视觉搜索和眼动记录模型来确定品牌竞争显着性的方法。我们根据感知特征(颜色,亮度,边缘)以及这些特征如何受到消费者搜索目标的影响来估计购买时的品牌显着性。我们表明,品牌的显着性对搜索性能具有普遍影响,并且取决于两个关键要素:自下而上的要素是由于店内活动和包装设计所致。自上而下的部分是由于店外营销活动(例如广告)引起的。我们显示,货架上的显着性的三分之一是由于店外销售,而三分之二是由于店内营销。提议的竞争显着性分析方法论揭示了品牌与竞争对手之间以及每个SKU与同一个品牌的其他SKU的最佳视觉差异程度。用于竞争显着性分析的视觉搜索过程和方法模型可以对购买时品牌和SKU的当前视觉差异水平进行诊断分析,并提供增加这些方向的指导。

著录项

  • 来源
    《Marketing Science》 |2008年第5期|p.922-931|共10页
  • 作者单位

    Rotterdam School of Management, Erasmus University, Rotterdam, The NetherlandsTilburg University, Tilburg, The NetherlandsRobert H. Smith School of Business, University of Maryland, College Park, Maryland 20742 rlans@rsm.nlpieters@uvt.nlmwedel@rhsmith.umd.edu;

  • 收录信息 美国《科学引文索引》(SCI);
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    search goals; eye movements; Hidden Markov; brand salience; visual attention;

    机译:搜索目标;眼动隐藏的马尔可夫;品牌显着性;视觉注意;
  • 入库时间 2022-08-17 23:39:28

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