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Measuring asymmetries in brand associations using correspondence analysis
Greenacre, Michael; Torres, Anna
Universitat Pompeu Fabra. Departament d'Economia i Empresa
Correspondence analysis is introduced in the brand associationliterature as an alternative tool to measure dominance, for theparticular case of free choice data. The method is also used to analysedifferences, or asymmetries, between brand-attribute associations whereattributes are associated with evoked brands, and brand-attributeassociations where brands are associated with the attributes. Anapplication to a sample of deodorants is used to illustrate the proposedmethodology.
Statistics, Econometrics and Quantitative Methods
brand dominance
attribute dominance
measure of assymetries
correspondence analysis
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