Judgments of Brand Similarity

International Journal of Research in Marketing, Volume 15, Issue 3, Pages 249–268

Posted: 11 Jun 2016

See all articles by Tammo H.A. Bijmolt

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

F. G. M. (Rik) Pieters

Tilburg University, CentER

Wayne S. DeSarbo

Pennsylvania State University

Date Written: July 1998

Abstract

This paper provides empirical insight into the way consumers make pairwise similarity judgments between brands, and how familiarity with the brands, serial position of the pair in a sequence, and the presentation format affect these judgments. Within the similarity judgment process both the formation of a consumer's mental similarity perception and the mapping of the judgment on the scale are examined. We investigate the occurrence of different response patterns, i.e. the distribution of judgments on the scale, in two studies: one using an input–output approach, and one using a process-tracing approach. In study 1, judgments of brand similarity are obtained for soft drinks and magazines from 240 subjects. In study 2, 36 subjects judged, while thinking aloud, the similarity between soft drink brands. In both studies, the presentation format is varied between subjects, and familiar and unfamiliar brands are included. Familiarity with the brands, and to a lesser extent, the presentation format affect the response patterns, whereas serial position has no effect. Implications for similarity data collection, statistical modelling of similarity data, and conceptual models based on brand similarity are discussed.

Keywords: Similarity judgments, Judgment process, Brands, Familiarity, Presentation format, Serial position

Suggested Citation

Bijmolt, Tammo H.A. and Wedel, Michel and Pieters, F. G. M. (Rik) and DeSarbo, Wayne S., Judgments of Brand Similarity (July 1998). International Journal of Research in Marketing, Volume 15, Issue 3, Pages 249–268. Available at SSRN: https://ssrn.com/abstract=2792287

Tammo H.A. Bijmolt

University of Groningen - Department of Marketing & Marketing Research ( email )

Nettelbosje 2
Groningen, 9747 AE
Netherlands

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

F. G. M. (Rik) Pieters

Tilburg University, CentER ( email )

P.O. Box 90153
Tilburg, 5000 LE
Netherlands

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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