Sublime

Rating on scales approach

Q1. Where would a category buyer learn this link to the brand?

most useful role of Brand Awareness, which is as an indicator of category membership.

when faced with a choice between a brand they know and one they do not know, buyers prefer the known brand (Hoyer and Brown 1990; Macdonald and Sharp 2000).

Brand 10 grew in MMS across both non-buyers and buyers, but the main metric that changed was NS. The brand has widened its CEP network but not its potential buyer base. This is not a normal growth pattern, which would be evident in a rise in MPen, particularly for non-buyers, and so should be

brand buyers have: •a higher baseline Brand Awareness score due to past brand buying

A brand’s MPen should increase when the brand has reached more category buyer ‘brains’ through:

differences in retailer images that can influence the perceptions category buyers hold of different retailers’ PLs (e.g., more upmarket Costco and Kirkland versus the…

Some highlights have been hidden or truncated due to export limits.

sampling efficiency