A Comparison of Three Brand Evaluation Procedures |
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| Authors: | WIND YORAM; DENNY JOSEPH; CUNNINGHAM ARTHUR |
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| Institution: | The Wharton School, University of Pennsylvania.Arthur Cunningham Market and Consumer Research, at S. B. Thomas, Inc. |
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| Abstract: | The paper reports an empirical examination of the results, reliability,and validity of three attitude measurement procedures—open-ended,paired comparison, and monadic rating. Significant differencesamong the three approaches were found in the evaluation of twobrands on a number of attitudinal dimensions with respect tojudgment of "both brands are alike" and the evaluation of "brandA vs. brand B." |
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