Comments for Marketing Science http://byronsharp.wordpress.com Commentary on buyer behaviour & brand performance Sat, 19 Jul 2008 11:05:37 +0000 http://wordpress.org/?v=MU Comment on The concept of brand awareness has been hijacked by poor measures by Byron http://byronsharp.wordpress.com/2008/06/20/the-concept-of-brand-awareness-has-been-hijacked-by-poor-measures/#comment-206 Byron Sat, 21 Jun 2008 06:09:15 +0000 http://byronsharp.wordpress.com/?p=51#comment-206 No, Hall and Partners use the term Salience to only mean standing out, what we'd call distinctiveness. It's good that they highlight this, distinctiveness is essential for building salience. Unfortunately Hall & partners also very much advocate conventional, and fashionable, notions like attitudinal commitment and persuasion. Notions that salience theory downplays. Observing brand mentions online is a really interesting research methodology; observation has considerable advantages over interrogation/questioning. It therefore needs and deserves much R&D; claims of its predictive power are premature hype. Whatever its value turns out to be it is obviously a measure of word-of-mouth activity not salience. No, Hall and Partners use the term Salience to only mean standing out, what we’d call distinctiveness. It’s good that they highlight this, distinctiveness is essential for building salience. Unfortunately Hall & partners also very much advocate conventional, and fashionable, notions like attitudinal commitment and persuasion. Notions that salience theory downplays.

Observing brand mentions online is a really interesting research methodology; observation has considerable advantages over interrogation/questioning. It therefore needs and deserves much R&D; claims of its predictive power are premature hype. Whatever its value turns out to be it is obviously a measure of word-of-mouth activity not salience.

]]> Comment on The concept of brand awareness has been hijacked by poor measures by tomob http://byronsharp.wordpress.com/2008/06/20/the-concept-of-brand-awareness-has-been-hijacked-by-poor-measures/#comment-205 tomob Fri, 20 Jun 2008 18:44:21 +0000 http://byronsharp.wordpress.com/?p=51#comment-205 Salience has been done/is measured by Hall & Partners - right? How about brand advocacy - organic brand recommendations observed in online conversations? More here: http://humanvoice.wordpress.com/2008/05/19/brand-advocacy-matters-2/ Feel free to debate! TO'B Salience has been done/is measured by Hall & Partners - right? How about brand advocacy - organic brand recommendations observed in online conversations?

More here:

http://humanvoice.wordpress.com/2008/05/19/brand-advocacy-matters-2/

Feel free to debate!

TO’B

]]> Comment on Do Loyalty Programs Increase Brand Loyalty ? by recliner http://byronsharp.wordpress.com/2008/03/27/do-loyalty-programs-increase-brand-loyalty/#comment-199 recliner Tue, 03 Jun 2008 19:28:40 +0000 http://byronsharp.wordpress.com/?p=27#comment-199 Recliner says : I absolutely agree with this ! Recliner says : I absolutely agree with this !

]]> Comment on Do Loyalty Programs Increase Brand Loyalty ? by David Howatson http://byronsharp.wordpress.com/2008/03/27/do-loyalty-programs-increase-brand-loyalty/#comment-150 David Howatson Fri, 28 Mar 2008 14:29:40 +0000 http://byronsharp.wordpress.com/?p=27#comment-150 I read your seminal research years ago and found it as relevant in 1997 as it is today. I am with a company called LoyaltyMatch http://www.loyaltymatch.com whose goal is to provide liquidity to the loyalty program points/miles members. Allowing members to reward themselves with the rewards they desire. We agree with your hypothesis also held by other academics who espouse the mantra, 'loyalty scores for each member program can be elevated thru repeat purchase behavior by combining the the value of numerous loyalty programs into a satisfied member outcome.' I read your seminal research years ago and found it as relevant in 1997 as it is today. I am with a company called LoyaltyMatch http://www.loyaltymatch.com whose goal is to provide liquidity to the loyalty program points/miles members. Allowing members to reward themselves with the rewards they desire. We agree with your hypothesis also held by other academics who espouse the mantra, ‘loyalty scores for each member program can be elevated thru repeat purchase behavior by combining the the value of numerous loyalty programs into a satisfied member outcome.’

]]> Comment on Tesco cola is not the reason Tesco has been doing well lately by Idetrorce http://byronsharp.wordpress.com/2005/07/30/tesco-cola-is-not-the-reason-tesco-has-been-doing-well-lately/#comment-140 Idetrorce Sat, 15 Dec 2007 15:25:23 +0000 http://byronsharp.wordpress.com/2005/07/30/tesco-cola-is-not-the-reason-tesco-has-been-doing-well-lately/#comment-140 very interesting, but I don't agree with you Idetrorce very interesting, but I don’t agree with you
Idetrorce

]]> Comment on Fair Trade Fallacy by Arondo Holmes http://byronsharp.wordpress.com/2006/12/20/fair-trade-fallacy/#comment-37 Arondo Holmes Thu, 21 Dec 2006 05:23:24 +0000 http://byronsharp.wordpress.com/2006/12/20/fair-trade-fallacy/#comment-37 Wrong Low prices are caused buy traders who in senerio withe the ceiling set by the four major buyers keep the prices low Nestle, Proctor and Gamble,Sara Lee ,and Kraft There is amin and max depending upon the minimum the starving producers will accept based on contract established a year prior .Point two fair trade is not fair there is asize limit to which a grower must meet to join a coop which is the only people who qualify for fair trade prices .Point three fair trade compensation is not usally a benifit to the workers it as a rule is used up by the time the coop gets the adequate amount of organic fetilizer non toxic pest control and proper pruning there is but pennies left alfter this Fair trade is not a substiy nor has it created an over production There is a production short fall this year of 20 million 69 kilo sacks of coffee check National Coffee Assoation reports Fair trade minimily inproved quality level that was caused by the greed of the makets who do not reconise the quality diference in the grades of coffee so to make more money as does every one on this world does they grow more coffee istedd of better coffee for there is no compesation for it but at the roasters end where the 1.26 cent coffee becomes 12 to 16 dollar coffee and others are 6 and 7dollar Walmart fair trade coffee I grow coffee in Honduras I know and have seen from the small fincas to the large Cafetels The Pesident of the Specility Coffee Assoacation of America has pubicly admirted coffee price are held down from what the would be if had not from market pressuers to hold them down buy the monopoly buyers not his words the price would be 2.25 per # verse 1.09 Arondo Hondo Coffee Company Wrong Low prices are caused buy traders who in senerio withe the ceiling set by the four major buyers keep the prices low Nestle, Proctor and Gamble,Sara Lee ,and Kraft
There is amin and max depending upon the minimum the starving producers will accept based on contract established a year prior .Point two fair trade is not fair there
is asize limit to which a grower must meet to join a coop which is the only people who qualify for fair trade prices .Point three fair trade compensation is not usally a benifit to the workers it as a rule is used up by the time the coop gets the adequate amount of organic fetilizer non toxic pest control and proper pruning there is but pennies left alfter this Fair trade is not a substiy nor has it created an over production
There is a production short fall this year of 20 million 69 kilo sacks of coffee check National Coffee Assoation reports Fair trade minimily inproved quality level that was caused by the greed of the makets who do not reconise the quality diference in the grades of coffee so to make more money as does every one on this world does they grow more coffee istedd of better coffee for there is no compesation for it but at the roasters end where the 1.26 cent coffee becomes 12 to 16 dollar coffee and others are 6 and 7dollar Walmart fair trade coffee I grow coffee in Honduras I know and have seen from the small fincas to the large Cafetels The Pesident of the Specility Coffee Assoacation of America has pubicly admirted coffee price are held down from what the would be if had not from market pressuers to hold them down buy the monopoly buyers
not his words the price would be 2.25 per # verse 1.09
Arondo Hondo Coffee Company

]]> Comment on Tesco cola is not the reason Tesco has been doing well lately by bryanong http://byronsharp.wordpress.com/2005/07/30/tesco-cola-is-not-the-reason-tesco-has-been-doing-well-lately/#comment-8 bryanong Tue, 09 Aug 2005 06:59:00 +0000 http://byronsharp.wordpress.com/2005/07/30/tesco-cola-is-not-the-reason-tesco-has-been-doing-well-lately/#comment-8 Hi Byron and John, Nice blog both of you have here. I visit your blog very often and there is one suggestion that I would like to make. Can you all please provide RSS feeds for me and other interested readers to subscribe? In this way, we can have get to know updated news and postings easily. I also have a strong interest in marketing where I have made my own blog (http://marketingjournal.blogspot.com). Would appreciate if you can give me comments or suggestions for improvements. Regards Bryan (zhung22@hotmail.com)--> Hi Byron and John,

Nice blog both of you have here. I visit your blog very often and there is one suggestion that I would like to make. Can you all please provide RSS feeds for me and other interested readers to subscribe? In this way, we can have get to know updated news and postings easily.

I also have a strong interest in marketing where I have made my own blog (http://marketingjournal.blogspot.com). Would appreciate if you can give me comments or suggestions for improvements.

Regards
Bryan (zhung22@hotmail.com)–>

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