Markencontrolling

Artificial Intelligence in Marketing Analytics: The Application of Artificial Neural Networks for Brand Image Measurement

“…Typically, consumers' brand image is measured as the attitude towards a brand. With the help of rating scales, the judgment of the entire brand as well as of separate attributes of the brand can be measured (Esch & Eichenauer, 2017). The subsequent model building is commonly based on simple arithmetic operations that assume a strictly linear or quadratic relationship, so it only roughly reflects the multidimensional and complex mechanisms in reality.…”

“…With regard to the survey design chosen here, Esch and Eichenauer (2017) point out that the full scope of the inner brand image cannot be captured by querying predefined attributes, so the extent to which an inclusion of more brand attributes contributes to a more differentiated result and the extent to which attributes not predefined can be processed in an artificial neural network need to be further examined. With regard to the technical aspects, there is a need for not only the necessary infrastructural conditions but also the appropriate technical expertise (Dörn, 2018;Weber, 2020).…”

“…It combines the various features that a consumer associates with a particular brand and thus significantly influences the purchase decision process (Esch & Langner, 2019a;Keller, 2005). Therefore, a brand image serves as a relevant behavioral science metric in monitoring the success of a brand (Esch & Eichenauer, 2017). Although it is referred to as a multidimensional attitudinal construct of the psyche (Meffert et al, 2019;Trommsdorff & Teichert, 2011), model building in the context of brand image measurement is commonly limited to simple arithmetic operations (Nufer, 2016;Trommsdorff, 1975).…”