Attitudes of contemporary European women toward sex role portrayal, company image and purchase intention: the French versus U.S. experience

Article Abstract:

French women tend to have a heightened sense of femininity, and can therefore act as benchmark group when evaluating Western European women's perceptions of female role portrayal in advertising. It was established that French and US women have similar responses to a large number of items in the sex role portrayals instrument used in this research. Where there are dissimilarities, the French woman is usually more tolerant of advertising. French women seem to be more forgiving than their US counterparts when faced with advertisements that they regard as offensive.

Research, Women, Advertising, Women in advertising

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Criteria to assess brand success

Article Abstract:

Researchers investigated the criteria for measuring brand success. The exact nature of these criteria is an important issue in marketing. However, a review of marketing literature, and interviews with 20 well-known brand consultants, revealed continuing disagreement on the criteria. This situation suggests that brand success has many dimensions, including, for example, profitability, company strategy alignment, and customer loyalty construction. These dimensions are either business-based or consumer-based.

Market Targeting & Approach, Evaluation, Measurement, Product management, Market strategy

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Compositional Perceptual Mapping using Chi-squared Tree Analysis and Correspondence Analysis

Article Abstract:

A combination of Compositional Perceptual Mapping using Chi-squared Trees Analysis and Correspondence Analysis marketing techniques can produce very good compositional perceptual maps (CPM's). CPM's are vital to the understanding of consumer's brand positioning. Marketing planning strategies for brand management are derived from information gathered using CPM techniques.

Methods, Marketing research, Market research

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