Abstract:

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an important role in addressing consumers' needs, thus driving relevance. Through factor and multiple regression analyses we are able to identify and quantify the relationship between Use Intention and key brand perception measures. Marketers can then use this knowledge to identify more efficient pathways for influencing use intention, and predict the effects that brand perception management strategies will have on sales.