Article1983

Product Positioning: TRINODAL Mapping of Brand Images, Ad Images, and Consumer Preference

47 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

A new multidimensional scaling routine is introduced which is particularly appropriate for monitoring and assessing the repositioning impact of a new advertisement campaign on its brand. The advantage of this scaling routine, called TRINODAL, is that it simultaneously plots brand images, ad images, and consumer preference on a single map. Empirical examples demonstrate the technique's usefulness in providing insight to repositioning processes.

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1966A New Approach to Consumer Theory 1976A New Approach to Consumer Theory 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1972Consumer Demand. A New Approach.1973Issues in Marketing's Use of Multi-Attribute Attitude Models 1981A General Approach to Product Design Optimization Via Conjoint Analysis 1974A Consumer-Based Methodology for the Identification of New Product Ideas 1981Profit Maximizing Perceptual Positions: An Integrated Theory for the Selection of Product Features and Price

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