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首页> 外文期刊>Journal of Brand Management >Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands
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Comparing a customer-based brand equity scale with the Implicit Association Test in examining consumer responses to brands

机译：比较基于客户的品牌资产规模和内隐联想测验，以检查消费者对品牌的反应

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摘要

Understanding consumer responses to brands has become an important topic for both academicians and practitioners. The customer-based brand equity scale asks consumers to respond to a set of questions designed to determine brand loyalty, brand associations, perceived quality and awareness, and is generally an overall measure of the strength of a brand. Another option for examining brand valence is the Implicit Association Test (IAT). The IAT taps into consumer feelings about brands without using traditional 'paper-and-pencil' scale items. This research compares a standard brand equity scale with the IAT to determine instances when they may diverge in their measurement of brand attitudes. The findings suggest situations when the IAT may be a more sensitive tool for detecting variation in brand attitude.
机译：了解消费者对品牌的反应已成为院士和从业人员的重要课题。基于客户的品牌资产规模要求消费者回答一系列问题，这些问题旨在确定品牌忠诚度，品牌联想，感知质量和知名度，通常是衡量品牌实力的总体指标。检验品牌价值的另一种选择是隐式联想测验（IAT）。 IAT可以利用消费者对品牌的感觉，而无需使用传统的“纸和铅笔”规模的产品。这项研究将标准品牌资产规模与IAT进行了比较，以确定实例在衡量品牌态度时可能出现分歧的情况。研究结果表明，IAT可能是检测品牌态度变化的更敏感工具。

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