十一月 25, 2019

英国代写-MEC和ZMET的联系和意义

  英国代写-MEC和ZMET的联系和意义,ZMET和MEC有助于理解品牌管理的不同方面。市场分析技术有助于理解与图像相关的感官隐喻是如何与品牌相关联的(Kosslyn, & Koenig, 1992)。例如,对洗衣液品牌“汰渍”的研究可以发现,该品牌与清洁等概念相关的隐喻形象非常多。理解这些隐喻和个人的心理模型,从而导致这种心理模型的构建,有助于制定更有效的营销和广告策略。同一产品不同的品牌形象可以通过测试来了解成功率,不同的竞争对手品牌形象可以通过测试来了解,平行线和对向线的测试可以让营销人员了解并呈现产品的理想品牌形象。MEC认为,消费者在购买时往往更倾向于一个目标。消费者的决策行为主要集中在对其具有相关后果的产品上。其后果可能是由于其自身持有的价值观,也可能是由于消费者根据其个人需求感知到的产品属性链接,等等。属性、结果、值以及它们之间的联系是MEC的核心。因此,MEC的一个重要方面是在参与者的采访过程中,讲故事,然后逐步发展,这就是MEC与ZMET的联系。接下来论文范文英国代写-MEC和ZMET的联系和意义分享给留学生们阅读。

  According to existing research studies, the ZMET and the MEC are useful for understanding different aspects in brand management. The market analysis techniques are useful for understanding how there are sensory metaphors associated with images that can tie up with the brand (Kosslyn, & Koenig, 1992). For instance, research on the washing liquid brand “Tide” was able to find gather metaphorical images on the brand associated with concepts of cleanliness and more. Understanding of these metaphors and the mental models of the individuals which led to the construction of such mental models helps in framing marketing and advertising strategies which are much more effective (Coulter, & Zaltman, 1994). Different brand images of the same product could be tested out to understand the success rates, different competitor brand images are tested out, and parallels and opposite tested out can enable the marketer to understand and present the ideal brand image for the product.

  MEC believes that consumers are more often oriented towards a goal in their purchases. Consumer decision making behaviour is focused on those products that possess some relevant consequence to them. The consequences might either exist because of their self-held values or it could be because of the product attribute links that consumers perceive according to their personal needs, etc. Attributes, consequences, values and the links between them are the cores of MEC. An important aspect of MEC is hence in the participant interview processes of storytelling and then laddering and this is where the MEC connects with the ZMET. At this step in the interview is where the participant is asked questions on why they made voluntary choices to choose some objects and why not some others. Consumers might have made those choices of objects (in the case of this research it will be pictures) in order to look for positive consequences and might have wanted to avoid the negative consequences (Olson & Reynolds, 2001). In the case of the food industry, the choices made towards food is usually connected very strongly with some elements such as the habits of the individual, their symbolic and even emotional aspects. Researchers argue that there are aspects that are usually not covered in the case of a normal interview with the individual, it would be necessary to include the individual’s viewpoints by these unique techniques of the ZMET and the MEC. The use of the attribute, the consequence and the values linking hence leads to a better understanding of the individuals reflex, automatic and subconscious decision makings (Olson & Reynolds, 2001). A limitation of the MEC method, is that it needs to make use of content analysis in order to understand the qualitative data in more quantitative terms,

  “Content analysis is the core of the analytical procedure in a means-end study, since it is then that the qualitative data provided during the interviews is transformed into nominal codes that can be quantified. Unfortunately, there are not many concrete rules on how such an important step should be conducted” (Costa et al, 2004, p.408)

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