Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing


Autoria(s): Yang, Jinchao; Mizerski, Dick; Lee, Alvin; Liu, Fang; Olaru, Doina; Chua, Hui Min
Contribuinte(s)

Ballantine, Paul

Finsterwalder, Jörg

Data(s)

01/01/2010

Resumo

This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples.<br />

Identificador

http://hdl.handle.net/10536/DRO/DU:30036206

Idioma(s)

eng

Publicador

ANZMAC

Relação

http://dro.deakin.edu.au/eserv/DU:30036206/lee-usingbrand-2010.pdf

http://anzmac2010.org/proceedings/pdf/anzmac10Final00459.pdf

Direitos

2010, ANZMAC

Palavras-Chave #brand knowledge #consumer-based brand equity #discrimination ability #prediction #Australia beer market #China beer market
Tipo

Conference Paper