Advances and Applications in Statistics
Volume 31, Issue 1, Pages 21 - 42
(November 2012)
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A STRUCTURAL MODEL TO ASSESS THE FACTORS THAT INFLUENCE SUCCESSFUL BRAND MIGRATION
Joan Guà rdia-Olmos, Esther Subirà -Lobera and José MarÃa Vilas-AventÃn
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Abstract: In the past 20 years, a movement has been observed, a constant and growing number of brand changes, both in companies and in consumer products. A brand is considered to be the first and possibly most important part of a company’s relationship with its customers and consumers. The brand’s name is its very essence and the first element of its identity. Consequently, a brand is known, bought and consumed by their customers beyond their physical characteristics. For this reason, when migrating from one brand to another, consumers are the first in the dilemma of having to move to the destination brand that they either do not know, or know less. In order to determine which are the key factors for a successful band migration prediction and the interrelationship between these elements and the key moments in which they take place, in this paper, we propose an approach using Structural Equation Models (SEM) from brand migrations taken place in Spain in the last ten years, evaluating the different variables involved, as mentioned, in the success of this process. Since it is a small population size, the data have been analyzed by using various estimation techniques to evaluate its usefulness under these conditions. The results show the important role of free distribution estimation and Bayesian character in this type of models with small samples. From an applied perspective, the results highlight the fundamental role of a number of variables (Advertising, Communication, Packaging, etc.) in the generation of a successful brand migration process. |
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