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A Two-Step Recommendation to Improve Stability in Free Choice Brand-Attribute Associations

Springer Nature, (2015), 359
DOI: 10.1007/978-3-319-10912-1_126
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Abstract

The paper discusses the low stability issue of free choice brand-attribute associations where the same sample of respondents during a second interview do not repeat the positive answers they gave during the first interview. The authors recommend a novel two-step approach, using Unrestricted Attribute-Elicitation procedure Mapping (UAM) in conjunction with Longitudinal Generalized Procrustes Analysis (GPA) to resolve the low stability problem. The paper offers a general discussion of the subject along with specific propositions.

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APA

Maity, D. (2015). A Two-Step Recommendation to Improve Stability in Free Choice Brand-Attribute Associations. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 359). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_126

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