15 Questions
Which of the following is a quantitative research method mentioned in the text?
Survey
What does brand recall refer to?
The likelihood that a brand will come to mind given a related cue
What is the purpose of perceptual mapping in strategic brand management?
To evaluate the consistency of consumer perception with brand positioning
Which brand element is an important identifier for recognition?
Brand logo design
What is the primary channel used by Lululemon?
Direct to consumers
Which positioning attribute is inconsistent with Lululemon's brand perception?
Community-based
What is the main focus of Lululemon's community-based marketing?
Sustainability
Which method is used to compare each factor between brands in the given text?
Independent-sample t-tests
What is the formula used to calculate the number of pairs in the overall similarity method?
(n x (n-1))/2
Which brand is perceived most similarly to Lululemon in the perceptual map?
Athleta
What is the correlation coefficient used to measure the strength of the correlation between attributes?
Pearson's r coefficient
Which of the following is NOT a way to measure attitude in affective evaluation?
Positioning
What is the scale used to measure attitude in affective evaluation?
1 = very bad, 7 = very good
Which of the following is a measure of implicit attitude?
Effortlessly activated on exposure to the object
What is the Implicit Association Test (IAT) used for?
Measuring the strength of associations between concepts and evaluations
Study Notes
Research Methods
- The quantitative research method mentioned in the text is the overall similarity method.
Branding Concepts
- Brand recall refers to the ability of consumers to remember a brand.
- In strategic brand management, perceptual mapping is used to visually represent consumers' perceptions of brands and their positions in the market.
- An important identifier for recognition is the logo, which is a key brand element.
Lululemon
- The primary channel used by Lululemon is community-based marketing.
- The main focus of Lululemon's community-based marketing is building a community around the brand.
- Inconsistency with Lululemon's brand perception is the low-quality attribute.
Perceptual Mapping
- The method used to compare each factor between brands is the overall similarity method.
- The formula used to calculate the number of pairs in the overall similarity method is not provided.
- Lululemon is perceived most similarly to Athleta in the perceptual map.
Affective Evaluation
- The correlation coefficient used to measure the strength of the correlation between attributes is not specified.
- The scale used to measure attitude in affective evaluation is the Likert scale.
- A measure of implicit attitude is the Implicit Association Test (IAT).
- The Implicit Association Test (IAT) is used to measure the strength of association between a brand and a particular attribute or concept.
This quiz compares various factors between Athleta and Lululemon brands, such as experiential and community-based aspects, as well as fashionable design. You will use independent-sample/paired t-tests to analyze and compare the averages.
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