Ray W. Cooksey

Consumer‐based brand equity: improving the measurement – empirical evidence

Purpose – The present research aims to improve the measurement of consumer‐based brand equity. Current measurement of consumer‐based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non‐discriminant indicators in the measurement scales and of student samples.Design/methodology/approach – Based on the recommendations of extant research, the scale constructed to measure consumer‐based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modelling was used to measure consumer‐based brand equity in two product categories and across six brands.Findings – Results support the hypothesised four‐dimension model of consumer‐based b...

Consumer‐based brand equity and country‐of‐origin relationships

– The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity., – Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality and attitudinal brand loyalty. A doubly multivariate design was incorporated in a structured questionnaire to collect data via mall intercepts in an Australian capital city., – Multivariate analysis of variance of the data indicated that consumer‐based brand equity varied according to the country of origin of the brand and product category. This impact of country of origin on brand equity occurred where consumers perceived substantive differences between the countries in terms of their product category‐country associations., – An important direction for future research would be to examine how the consumer‐based equity of a brand would be affected, if the country of origin were changed from a country with weaker association with the product category to a country with strong association with the product category. The results would be useful to MNCs contemplating international manufacturing., – Marketing managers operating in the international context must identify the sources of brand equity, and understand the importance of incorporating country of origin into their brand equity measurement. Further, the results suggest that, when a brand offers a variety of product categories, brand managers should monitor and track the brands consumer‐based equity for each product category., – The present study is one of the first to empirically examine and confirm the impact of country of origin on the consumer‐based equity of a brand.

The Methodology of Social Judgement Theory

Social Judgement Theory (SJT) evolved from Egon Brunswiks Probabilistic Functionalist psychology coupled with multiple correlation and regression-based statistical analysis. Through its representational device, the Lens Model, SJT has become a widely used, systems-oriented perspective for analysing human judgement in specific ecological circumstances. Judgements are assumed to result from the integration of different cues or sources of perceptual information from the environment. Special advantages accrue to the SJT approach when criterion values (or correct values) for judgement are also available, as this permits the comparison of judgement processes to environmental processes and leads naturally to the generation of cognitive feedback as an aid to facilitate learning. In contrast to more prescriptive approaches to decision analysis, the SJT approach analyses judgements by decomposing the judgement process after judgements have been rendered. This a posteriori decomposition is accomplished by first usi...

Psychological Profiling of Sexual Murders: An Empirical Model

Psychological profiling represents the investigative technique of analyzing crime behaviors for the identification of probable offender characteristics. Profiling has progressively been incorporated into police procedures despite a surprising lack of empirical research to support its validity. Indeed, in the study of sexual murder for the purpose of profiling, very few quantitative, academically reviewed studies exist. This article reports on the results of a 4- year study into Australian sexual murders for the development of psychological profiling. The study involved 85 cases of sexual murder sampled from all Australian police jurisdictions. The statistical procedure of multidimensional scaling was employed. This analysis produced a five-cluster model of sexual murder behavior. First, a central cluster of behaviors was identified that represents common behaviors to all patterns of sexual murder. Next, four distinct out- lying patterns—predator, fury, perversion, and rape—were identified that each demonstrated distinct offence styles. Further analysis of these patterns also identified distinct offender characteristics that allow for the use of empirically robust offender profiles in future sexual murder investigations.

Psychological Profiling of Offender Characteristics from Crime Behaviors in Serial Rape Offences

Criminal psychological profiling has progressively been incorporated into police procedures despite a dearth of empirical research. Indeed, in the study of serial violent crimes for the purpose of psychological profiling, very few original, quantitative, academically reviewed studies actually exist. This article reports on the analysis of 62 incidents of serial sexual assault. The statistical procedure of multidimensional scaling was employed in the analysis of this data, which in turn produced a five-cluster model of serial rapist behavior. First, a central cluster of behaviors were identified that represent common behaviors to all patterns of serial rape. Second, four distinct outlying patterns were identified as demonstrating distinct offence styles, these being assigned the following descriptive labels brutality, intercourse, chaotic, and ritual. Furthermore, analysis of these patterns also identified distinct offender characteristics that allow for the use of empirically robust offender profiles in future serial rape investigations.

Teachers’ Predictions of Children’s Early Reading Achievement: An Application of Social Judgment Theory:

We present and implement a framework for studying teachers’ informal expectations in the context of reading education. The framework is called Social Judgment Theory (SJT) and it entails an idiographic analysis of various aspects of cues used to form policies and make judgments. Major attention focuses on the relative importance attached to each cue and the overall relationship between the pattern used by the teacher and the pattern that actually obtains in the reading ecology. Preliminary work is described that examines the expectation policies of novice teachers when considering potential achievements in vocabulary development and reading comprehension. A multivariate application of SJT revealed that the novice teachers studied held generally accurate expectation policies with respect to the ecology, but showed large individual differences in the importance they placed on various cues. Subsequent cluster analysis of the expectation policies revealed several different types of policy weighting schemes. We draw implications of the general application of SJT for the study of informal classroom policies, and we point to the next step—the provision of policy feedback to teachers for the purposes of heightening awareness and improving policy accuracy.

Mental Models of Poverty in Developing Nations A Causal Mapping Analysis Using a Canada-Philippines Contrast

Causal mapping was used to compare poverty activists and non-activists from Canada and the Philippines (N = 80) in terms of their beliefs about the causes of poverty in developing nations. The causal maps varied as a function of both activist status and country of residence. Activists included more external societal causes in their maps than non-activists, whereas non-activists included more individualistic and internal societal causes. In terms of map structure, Filipino activists included significantly more causal links in their maps than members of the other three groups. A cluster analysis on distance ratios, an index of dissimilarity among the maps, produced three clusters dominated by Filipino non-activists, Canadian non-activists, and Filipino activists, respectively, and a fourth cluster that included a heterogeneous mix of respondents from all four groups. Implications for public education, the effective coordination of antipoverty interventions, and methodological issues related to causal mapping are discussed.

Generalized multivariate lens model analysis for complex human inference tasks

Abstract A generalized multivariate lens model is presented which will permit the analysis of complex human inference tasks. Such tasks, occurring in their natural ecology, may involve judgments or decisions on multiple criteria and/ or where the influence of theoretically interesting partitions or augmentations of cue profiles needs to be systematically delineated. The generalized model incorporates the standard, hierarchical, and fully partialed lens models, the initial elaborations of which were made by N. J. Castellan (1972, Organizational Behavior and Human Performance, 8, 242–261) and T. R. Stewart (1976, Psychometrika, 41, 101–120). Both multivariate and univariate lens model equations are presented within a common notational system. An example which demonstrates some aspects of the generalized model is discussed in detail. Other potential applications for the model are outlined.

Criminal Psychological Profiling of Serial Arson Crimes

The practice of criminal psychological profiling is frequently cited as being applicable to serial arson crimes. Despite this claim, there does not appear to be any empirical research that examines serial arson offence behaviors in the context of profiling. This study seeks to develop an empirical model of serial arsonist behaviors that can be systematically associated with probable offender characteristics. Analysis has produced a model of offence behaviors that identify four discrete behavior patterns, all of which share a constellation of common nondiscriminatory behaviors. The inherent behavioral themes of each of these patterns are explored with discussion of their broader implications for our understanding of serial arson and directions for future research.

Coefficient Beta and Hierarchical Item Clustering: An analytical Procedure for Establishing and Displaying the Dimensionality and Homogeneity of Summated Scales

Summated scales are widely used in management research to measure constructs such as job satisfaction and organizational commitment. This article suggests that Revelle’s (1979) coefficient beta, implemented in Revelle’s (1978) ICLUST item-clustering procedure, should be used in conjunction with Cronbach’s coefficient alpha measure of internal consistency as criteria for judging the dimensionality and internal homogeneity of summated scales. The approach is demonstrated using ICLUST reanalyses of sample responses to Warr’s (1990) affective well-being scale and O’Brien, Dowling, and Kabanoff’s (1978) job satisfaction scale. Coefficient beta and item clustering are shown to more clearly identify the homogeneity and internal dimensional structure of summated scale constructs than do traditional principal components analyses. Given these benefits, Revelle’s approach is a viable alternative methodology for scale construction in management, organizational, and cross-cultural contexts, especially when researchers need to make defensible choices between using whole scales or subscales.