Abstract:
In this paper we go into the relations between Quality of Advertising, Brand Awareness, Perceived Quality and finally Brand Loyalty, on the basis of the large number of studies we did in this field. Our empirical evidence shows that advertising can produce brand awareness which is a necessary but of course not sufficient condition to have (a lot of) loyal buyers. A simple model is sufficient to describe these causal relations. We based on the strong empirical relationship between Brand Awareness and Brand Loyalty we further more derive the Brand Value Index. This shows both the value of the brand and functions as an overall measurement of advertising and other marketing effects.
Research Papers
Post-testing and pre-testing consumer behavior caused by advertising
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: Jan Stapel
Company: NIPO
June 15, 1967
Research Papers
The IPM-CC rating technique in psychological market research
Catalogue: ESOMAR/WAPOR Conference 1963
Author: Peter H. van Westendorp
 
June 15, 1963
Research Papers
Conceptual and mathematical models in belief and attitude research
Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Len J. Marchant
 
June 15, 1971
