Assessing brand fit using conjoint analysis

Bucker, Silke

Thesis (MComm (Business Management))--University of Stellenbosch, 2010.

Thesis

ENGLISH ABSTRACT: Many studies have been conducted on the occurrence of brand image transfer, but very few of them have focused on one of the most important determinants of such transfer namely, brand fit. Brand image transfer is the transfer of brand associations, attributed to another entity, to the brand, while brand fit has been defined as a consumer learning process that seeks to match those brand associations held of the relevant brands involved. This study proposes to assess brand fit. Since a variety of brands were involved in this study, conjoint analysis was used as a method of assesing brand fit. In particular, choice-based conjoint analysis was singled out because of its capability to allow the relative advantage of brands considered jointly to be ascertained. Brands might not be able to be measured if taken one at a time. Both qualitative and quantitative research methods were employed in order to assess brand fit using conjoint analysis, which was the main reason for this study. Rugby sponsorships were chosen to asses brand fit, as this particular game is the second most-watched sport in South Africa, with the highest monetary value attached to its sponsorships at the time of this study. The qualitative research was accomplished by using focus groups to determine which brands were typically perceived to be associated with the Springbok rugby brand. The different industries and brands used in the focus groups were selected on the grounds of their being current, previous, and potential sponsors of the Springbok rugby brand. The quantitative research was conducted by means of an online questionnaire, sent via a link in an email to a chosen database on the social networking site, ‘Facebook’. A screening question served to ensure that only rugby supporters would be eligible to complete the survey. The information was captured in ‘real time’ in the conjoint analysis software, thereby determining which brands were perceived to best fit the Springbok rugby brand. The realised sample was composed of a younger, more male-dominated group. All respondents were also Springbok supporters who possessed sufficient knowledge on the Springbok brand and sponsors. There were six brands identified to fit the Springbok rugby brand, namely, Castle, Vodacom, SASOL, Canterbury, Nike, and Adidas. These identified brands proved that the study did indeed assess brand fit using conjoint analysis. Conclusions were drawn that brand fit could be established in a variety of ways. The most dominant ways were by leveraging the sponsorship, and also by sponsoring on a continuing basis. These two ways serve to inform consumers of the sponsorship, making them aware of the brands, and building the basis of brand fit in their minds. Brand fit was also achieved based on similar brand images of the two different brands. It was found that brand fit was absolutely essential for a successful brand image transfer. Before undertaking a sponsorship, it is important to establish if a perceived brand fit between the various brands will be perceived. If not, additional leveraging of the sponsorship, by means of a marketing campaign, should be used to teach consumers the basis of the brand fit between the various brands.

AFRIKAANSE OPSOMMING: Talle studies is reeds uitgevoer aangaande handelsmerk beeld oordrag, maar baie min van hierdie studies het gefokus op een van die belangrikste determinante van diesins, naamlik handelsmerk pas. Handelsmerk beeld oordrag is die oordrag van die handelsmerk assosiasies, toegeskryf aan ‘n spesifieke entiteit, na die betrokke handelsmerk, terwyl handelsmerk pas gedefinieër word as 'n verbruiker leerproses wat poog om die handelsmerk assosiasies van die betrokke handelsmerke te laat pas. Hierdie studie poog om handelsmerk pas te beoordeel. As gevolg van die verskeidenheid handelsmerke betrokke in hierdie studie is vereenigde analise gebruik as 'n metode om handelsmerk pas te beoordeel. Besluitneming-gebaseerde vereenigde analise is gekies aangesien dit die vermoë het om die relatiewe voordeel van handelsmerke wat as gesamentlik beskou word vas te stel. Handelsmerke sal nie akkuraat gemeet word op individuele basis nie. Kwalitatiewe en kwantitatiewe navorsing is gedoen om handelsmerk pas te beoordeel met behulp van vereenigde analise, en dit was die hoof doelwit van hierdie studie. Rugby borgskappe is gekies om handelsmerk pas te beoordeel aangesien dit die tweede grootste kykertal in Suid-Afrika het, asook die hoogste monetêre waarde geheg aan borgskappe gedurende die tyd van hierdie studie. Kwalitatiewe navorsing is gedoen, met behulp van fokusgroepe, om te bepaal watter handelsmerke geassosieër word met die Springbok rugby handelsmerk. Die verskillende industrieë en handelsmerke gebruik in die fokus groepe is geselekteer deur die navorser op grond van huidige, vorige en potensiële borgskap van die Springbok rugby handelsmerk. Kwantitatiewe navorsing is gedoen met behulp van 'n aanlyn vraelys wat gestuur is deur 'n skakel in 'n epos aan 'n gekose databasis op die sosiale netwerk, Facebook. 'n Siftings vraag het verseker dat net rugby ondersteuners die opname voltooi. Die inligting is, soos ingesleutel deur respondente, in die vereenigde analise sagteware opgeneem. Sodoende was handelsmerke waargeneem as die wat die beste pas het met die Springbok rugby handelsmerk, bepaal. Die steekproef het bestaan uit 'n jonger, manlike dominerende groep respondente. Al die respondente was inderdaad Springbok ondersteuners met voldoende kennis oor die Springbok handelsmerk, asook Springbok borge. Ses handelsmerke is geïdentifiseer om te pas by die Springbok rugby handelsmerk, naamlik Castle, Vodacom, SASOL, Canterbury, Nike en Adidas. Hierdie geïdentifiseerde handelsmerke bewys dat die studie inderdaad handelsmerk pas beoordeel het met behulp van vereenigde analise. Gevolgtrekkings is gemaak dat handelsmerk pas op ‘n verskeidenheid maniere kan ontstaan. Die mees dominante is advertering van die borgskap asook, om ‘n borgskap te onderhou op ‘n deurlopende basis. Dit lig die verbruikers in aangaande die borgskap, maak hulle bewus van die borgskap tussen die twee handelsmerke, en vorm ‘n basis waarop handelsmek pas by verbruikers kan plaasvind. Handelsmerk pas is ook bereik onder handelsmerke met soortgelyke handelsmerk beelde. Dit is gevind dat handelsmerk pas absoluut noodsaaklik is vir 'n suksesvolle handelsmerk beeld oordrag. Voordat enige borgskap onderneem word, is dit belangrik om vas te stel of verbruikers wel ‘n passing tussen die verskillende betrokke handelsmerke, waarneem. Indien nie, sal ekstra bemarking rondom die borgskap gedoen moet word deur middel van 'n bemarkingsveldtog, om die verbruikers in te lig, op grond van wat, handelsmerk pas tussen die verskeie handelsmerke gevorm kan word.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/4143
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