Gutman j 1982 a means end chain model based on. This large infrastructure also helps it manage its global presence well. Means-End Chain Theory has been developed in order to understand how consumers link attributes (A) of products with particular consequences (C), and how these consequences satisfy their personal values (V). Reynolds and Gutman (1984) use their means-end chain framework in proposing that brand image is a synthesis of product attributes, consumer consequences and personal values. Aufdeckung von Kaufmotiven - BWL - Hausarbeit 2014 - ebook 14,99 € - Hausarbeiten.de Keller also suggests that there is a means-end chain which takes the following structure : Attribute ( descriptive features) lead to benefits ( meaning attached to attributes) which leads to values ( enduring personal goals and motivations). Adidas is likely one of the most easily recognised brands on the planet. The associations in the mind of the consumer between A's, C's and V's are labelled means-end chains (MEC). These, which we collectively term “smart domestic products” (SDPs), will need to be promoted, adopted, and normalized into daily routines. Q 55 Q 55. Both the means–end chain and expectancy value models include PVC as a part of, or a consequence of, PQ judgments. 46, No. Instrumental Values Psychosocial Consequences. NIKE Business Case Study Management Theory (BUS830-13) Submitted to: Dr. J. Saleeby Done by: Rola El Cheikh 201005281 Thursday, December 23, 2010 Executive Summary Nike hit the ground running in 1962. As the next section suggests, the manner in which PVC judgments are formed are … Question: Promote Your Own Brand Nike By Applying The Different Concepts, Theories And Tools You Learned Throughout This Course. Nike is a global firm and as such has a large and global infrastructure composed of its offices, retail stores and distribution and logistics centers. You are on page 1 of 22. The final question in the means-end chain probes the source of that attitude or consequence, and the answer to that question often is a social value. Advanced strategic thinking; how to apply chaos and complexity theories in strategy? Pages 11. Spring suspension for twin blades. Data were collected from 35 subjects via laddering interviews. Free. The means-end chain has four main levels; attributes, functional consequences, psychosocial consequences, and values (Peter & Olson, 2010). Visit the Nike website www.nike.com for a complete listing of the models it sells. A hierarchical value matrix (HVM) was structured following the means-end chain analysis. Gutman, J 1982, ‘A means-end chain model based on consumer categorization processes’, Journal of Marketing, Vol. Farquhar and Herr (1993) discuss the types of associations that brands evoke, including specific product attributes, customer benefits, usage situations and other summary evaluations. Of course, while Reebok introduced the DMX, the other combatants in the sneaker wars were not standing still. nike. CONSEQUENCES. See more ideas about brand strategy, brand management, marketing. Personal values are not part of a MECCAS model but are part of a means-end chain. Selected Answer: c. Core brand associations 22. VALUES. Nike and Adidas. Thus, one could convincingly argue that consumers make purchase decisions to enact values they hold (Kahle & Xie, 2008). Free. MySpace B. Cases such as this are well known, yet an understanding of how the brand image of the celebrity impacts on sport consumers’ attitudes remains elusive. Therefore, the ,means-end chain methodology will yield information on ,how communities should be established to position a ,branded product as a link, but not on how this influences ,consumers cognition towards the branded product. In our ,case we can loosen the restriction of the partial model by ,integrating it with community research to exploit ,consumer to consumer relations. The DAGMAR Model ( D efining A dvertising G oals for M easured A dvertising R esults) also known as ‘Hierarchy of Effects’ model 7. A within-subject intercultural investigation serves as a basis for data collection (1,400 consumers). True False . Unlock to view answer. Means-End-Chain-Analyse und Laddering-Technik. A customer linking a professional athlete such as Tiger Woods, Roger Federer, or Michael Jordan to the Nike brand is an example of _____. It now includes model for virtually every type of sport or physical activity. A means-end chain analysis typically depends on a laddering interview technique, which has been comprehensively used in consumer research that tries to understand consumers’ preferences toward products or services (e.g., Klenosky, 2002, Reynolds and Rochon, 2001), and organization research, which elucidates an organization’s strategic values and decision-making structures (e.g., … Originally known as Blue Ribbon Sports, the company focused on providing high quality running shoes designed especially for athletes by athletes, at competitive prices. Nike and Tiger Woods both profited from the success of Nike’s Golf Division, Nike Golf, when it reached record sales of $725 million in 2008 (www.forbes.com). Rational needs (utilitarian) towards wants and desires (hedonic) Motivation. More modern appreciation for consumption motivation where the need for exploration and fun play a key role in purchase decisions. Sensor Razor. Search inside document . This preview shows page 10 - 11 out of 11 pages. Nike and Fila developed several models at the $100 to $125 price point. I think limitations exist in the power of the model based on the impact of reference groups and social norms, but that two similar pieces of content, with similar target groups and interests, can feasibly be compared for differences along the means-end chain. ATTRIBUTES. broadest and most inclusive level of product knowledge and may include serval product forms (and many brands and models within those categories). The processes that cause people to behave as they do. The purpose of _____ is to provide a current, comprehensive profile of how all the products and services sold by accompany are marketed and branded. Compared with top of the line Nike models that sell at the $140 to $160 level or even higher, the DMX sells for about $110, still expensive, but a relative saving. Abbildung 6: Means-End-Chain Model (Reynolds und Olson 2001) Abbildung 7: Hierarchical Value Map für limitierte Sneaker, eigene Darstellung (nach Reynolds und Gutman 1988:20-23) Abbildung 8: Ablauf inhaltlich-strukturierender Inhaltsanalyse Seite (Mayring 2015:98, 104) Tabellenverzeichnis. Determining the means-end chain for consumers is important when promoting products to different market segments of consumers who use the same products in different ways. Promotional and Marketing strategy for Nike and Adidas . The investigation was done in Japan, France and Tunisia. Based on the hierarchy of effects model, cognitive-oriented advertisements are superior in developing liking, preference, and conviction for a product. The paper illustrates the promotional and advertising strategies of various leading brands of global sports apparel business sector i.e. Product Class. 2, pp. Jump to Page . 60-72. Despite this, the marketing canon lacks a substantive discourse on pertinent research. Advanced Strategic Thinking; How to Apply Chaos and Complexity Theories in Strategy? Excitement Rolex E. Social approval Module 3: 21. Download Now. A model relating country image to brand image and then to product evaluation was built with country and brand image as multidimensional concepts. School Macquarie University; Course Title MKTG 8002; Uploaded By nghetephe6. The Means–End Chain Model Model ini adalah sebuah pendekatan yang menggabungkan nilai-nilai, model ini berasumsi bahwa orang-orang menghubungkan atribut produk yang sangat spesifik dengan batasan nilai-nilai (terminal values): sebuah perusahaan memilih beberapa alternatif agar produk yang ia ciptakan sesuai dan dapat diterima oleh sebuah negara yang jadi sasarannya. May 9, 2017 - Explore P G's board "Brand Strategy" on Pinterest. Research has shown that products linked to consumers' values are more attractive than products not linked to … Functional Consequences Abstract Attributes Concrete Attributes Means-End Chain Example: Gillette Sensor Razor BRAND. Toolshero supports people worldwide (10+ million visitors from 100+ countries) to empower themselves through an easily accessible and high-quality learning platform for personal and professional development.By making access to scientific knowledge simple and affordable, self-development becomes attainable for everyone, including you! 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