Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry

Kolvenbach, Claus; Krieg, Stefanie; Felten, Claudio

doi:10.1007/978-3-540-24713-5_20

Cited by 1 publication

(1 citation statement)

References 8 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…A Google(r) search for 'buying an automobile' generates 907,000 hits for Google Scholar (r) and an astonishing 157 million hits for Google(r), both as of January 9, 2022. This paper approached the issue of car buying from the point of view of one car, KIA. The objective was to understand from a general population what would be the most compelling messages, both in terms of ability to drive purchase intent, and , in a novel twist, the ability to create motivating price concessions from dealers [5]. Rather than qualifying a respondent ahead of time as interested or not interested in buying a KIA (pre-study screening based on one…”

Section: Introductionmentioning

confidence: 99%

Negotiating to Buy an Economy Car, KIA: A Mind Genomics Cartography of Sales Messages and Dealer Concessions

2021

Mind Genom Stud Psychol Exp

View full text Add to dashboard Cite

qualifying question), the study worked with a cross-sectional group of respondents, selecting in the end one or approximately four respondents would, when shown vignettes about KIA, rated at least one vignette '9' (definitely buy), and one vignette '1' (definitely not buy). How Mind Genomics Works, and Differs from Conventional Attitude ResearchMind Genomics studies present respondents with combinations of messages, so-called vignettes, acquire the respondent's reactions to these vignettes, and show the link between each element in the study, and the response which is engenders. Side analyses are also feasible and often illuminating, especially when the respondent assigns two types of ratings to the same vignette. In this study the respondent rated both purchase intent and amount of monetary concession from the dealer required to drive a rating of the vignette to 'definitely buy. ' The Mind Genomics study is really an 'experiment' , although couched in the form of an online research study, almost a survey although quite different from the classical surveys. The approach has been successfully implemented to create landing pages, and marketing messages for museums [6,7]. The approach provides a general way to understand the different points of view in the negotiation [8]. The overarching world-view of Mind Genomics is to create a usable, searchable, and

show abstract

Section: Introductionmentioning

confidence: 99%

Negotiating to Buy an Economy Car, KIA: A Mind Genomics Cartography of Sales Messages and Dealer Concessions

2021

Mind Genom Stud Psychol Exp

View full text Add to dashboard Cite

show abstract

Evaluating Brand Value A Conjoint Measurement Application for the Automotive Industry

Cited by 1 publication

References 8 publications

Negotiating to Buy an Economy Car, KIA: A Mind Genomics Cartography of Sales Messages and Dealer Concessions

Negotiating to Buy an Economy Car, KIA: A Mind Genomics Cartography of Sales Messages and Dealer Concessions

Contact Info

Product

Resources

About