An investigation of deviations in brand image data /
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(Published version)
Date
2022
Authors
Gregoric, Anna
Editors
Advisors
Journal Title
Journal ISSN
Volume Title
Type:
thesis
Citation
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Abstract
This thesis undertook research on brand image results with an emphasis on known patterns and deviations, analysing 70 pre-existing data sets covering different product categories, multiple time periods and multiple countries. This thesis is the first to conduct a large-scale analysis into brand image results interpretation using the Multiple Sets of Data (MSoD) approach. The analysis is an extensive differentiated replication of Romaniuk and Sharp (2000)’s seminal work ‘Using known patterns in image data to determine brand positioning’. This thesis also builds on the arguments by Collins (2002), who proposed that once prior knowledge and known patterns are accounted for, there are no unexpected results in brand image data. The key main takeaway from the results of this thesis is that most deviations from established patterns in brand image data are not surprising and are to be expected.
School/Discipline
University of South Australia. UniSA Business.
UniSA Business
UniSA Business
Dissertation Note
Thesis (PhD(Marketing & related studies))--University of South Australia, 2022.
Provenance
Copyright 2022 Anna Gregoric
Description
1 ethesis (177 pages) :
colour illustrations, charts.
Includes bibliographical references (pages 167-177)
colour illustrations, charts.
Includes bibliographical references (pages 167-177)
Access Status
506 0#$fstar $2Unrestricted online access