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Measuring Asymmetries in Brand Associations Using Correspondence Analysis

Michael GreenacreAnna Torres Lacomba

出版	SSRN, 2004
URL	http://books.google.com.hk/books?id=yIfezwEACAAJ&hl=&source=gbs_api

註釋

Correspondence analysis is introduced in the brand association literature as an alternative tool to measure dominance, for the particular case of free choice data. The method is also used to analyse differences, or asymmetries, between brand-attribute associations where attributes are associated with evoked brands, and brand-attribute associations where brands are associated with the attributes. An application to a sample of deodorants is used to illustrate the proposed methodology.