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Article Critique: The Low Stability of Brand-Attribute Assosications is Partly due to Market Research Methodology - Essay Example

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Article Critique: The Low Stability of Brand-Attribute Assosications is Partly due to Market Research Methodology

According to Carvalho et al. (2011), “brand associations and product attributes are critical when a new foreign brand is introduced into the market” (Carvalho et al. 2011: 135). Each brand or product may have specific or unique attributes which may catch the attention of the consumers. For example, specific attributes of Coca Cola brand are: “Great Tasting, Very Refreshing, Thirst Quenching, High Quality, Worth What it Costs, Goes Well With Meals and Snacks etc” (‘Brand Attribute Differentiation’ n.d.: 6). These unique features encourage the consumers to taste coke drinks frequently. In short, brand attributes play a significant role in determining the consumer associations with various brands. Summary of Article Dolnicar S. and Rossiter J. R. published an article ‘The low stability of brand-attribute associations is partly due to market research methodology’ in International Journal of Research in Marketing in 2008, which explains an experiment conducted by them to study the reasons for the low stability of consumers’ brand-attribute associations. ...
and loyalty means that consumers learn brand-speci?c attribute associations that are temporary but stable enough to lead them to try or re-try the brand (Dolnicar and Rossiter 2008: 104). The structure of the article The structure of the article is well balanced. All the necessary components needed for a research study is well incorporated in this article. Some hypotheses were discussed in the Introduction part. However, the Introduction gave more importance to the methodology of the study rather than the background details of the study. The authors could have provided the findings of previous researchers to make the Introduction more meaningful. Body of the article is provided under the label “Factors hypothesized to affect brand-attribute association stability”. One of the most significant aspects of this article is the fact that the body has been given under various subheadings so that the readers can easily identify various information. Different factors relevant to the study were given under different subheadings. It should be noted that different headings and subheadings are given with the help of bold and italic letters so that the readers may not face any problems in reading the paper. In the Method part, the authors discussed various methods used in their study. Details of the participants, sample size, nature of sample, primary and secondary data collection methods, etc., were explained comprehensively in the Method part. The Methodology part was explained further with the help of tables. Dependent variables and independent variables were also explained in the Method part. The fourth section is the Results. The Result section is divided into two parts: Univariate and Multivariate Perspectives. Again, the Result section is also explained with the help of ...Show more


Article critique: The low stability of brand-attribute associations is partly due to market research methodology Introduction “Brand attributes are a bundle of features that highlight the physical and personality aspects of the brand” (‘Brand Attributes’ 2012)…
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Article Critique: The Low Stability of Brand-Attribute Assosications is Partly due to Market Research Methodology essay example
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