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Brand segmentation using implicit brand measures

Author

Listed:
  • Vriens, Marco

    (Chief Executive Officer, Kwantum, USA)

  • Alves, Alessandro Martins

    (Director, Ipsos, UK)

  • Chen, Song

Abstract

Segmentation can be a difficult analytical project to pull off. Brand segmentation, in particular, has been challenged to the point that some research has aimed to demonstrate it does not exist. Although such studies have covered many different product categories, they have not addressed the issue using recent developments in the measurement of (brand) attitudes; neither have they used optimal analytical techniques. Both of these have the potential to affect segmentation solutions in a significant way. This paper aims to fill this gap in the literature. It investigates whether brand segments can be identified using implicit attitudes and using segmentation models that are best suited for the data at hand. The study finds evidence of meaningful brand segmentation in over 50 per cent of the categories studied.

Suggested Citation

  • Vriens, Marco & Alves, Alessandro Martins & Chen, Song, 2017. "Brand segmentation using implicit brand measures," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 3(2), pages 172-182, May.
    • Handle: RePEc:aza:ama000:y:2017:v:3:i:2:p:172-182
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    More about this item

    Keywords

    brand segmentation; K-mode analysis; K-means; implicit attitudes; managerial usefulness;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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