Experimental Results

In the literature review, it was identified that a number of models were being used or developed for conducting business brand and consumer brand research. These research methods fell into two broad areas:

1. Existing Models

2. Model Proposing and Testing

2.18.1 Existing Models

There were predominately two existing models being used:

2.18.1.1 Multinomial Choice Models

Multinominal choice refers to a variety of choices within a range which are used to examine consumer choice. These variations, for example, may include colour and flavour (Kim et al. 2002).

The Multinomial choice model can be applied to a variety of situations. It is primarily used when respondents in a research study sample are only offered the opportunity to choose from subsets of the responses that are theoretically available. This situation may

arise in a range of environments including, for example, a voter’s choice in a government election where some of the political parties participating do not run their candidates in every electorate across the country. It can also be undertaken in situations among transport commuters who may lack access to a particular mode of transport choices. In this situation, the consumer choice for all transport choices may be unavailable in some local markets, but not necessarily others in the surrounding area.

By way of example, a ferry boat service and bus transport may be the only commuter transport choice in one area. However in another area a bus, tram and train may offer a separate choice set of commuter transport options.

The model therefore makes it possible to analyse the complexity of the data available from the research study more accurately than standard models of discrete choice, which often assumes that all choices are available to every observation.

2.18.1.2 Bayesian Interdependence Preference Models

Bayesian interdependence preference theory is based on a “beyond reasonable doubt model” that takes a series of variables and predicts probability of something occurring as a result of them (Kim et al. 2005).

The use of this theory and preference has application in a range of situations including where more than one influence or influencer can have impact upon an outcome. For example, in households where choice of a product, television program, motor vehicle purchase and other consumer decisions may be influenced by more than one individual or more than one factor. (Estimating the Interdependence of Television Program Viewership Between Spouses: A Bayesian Simultaneous Equation Model, Yang et al, (2005). Yang et al, (2005) found that a preference interdependence among family members is likely to be significant because of cohabitation and strong emotional ties. In

addition, differences in levels of spousal interdependence across households are partially explained by the age and the education level of the spouses.

2.18.2 Model Proposing and Testing

There is wider use of research being undertaken in the area of research model proposal and testing, with four models being identified. These are:

1. Conceptual Research Model (CRM)

2. Unified Theory of Acceptance and Use of Technology (UTAT) 3. Customer Based Brand Equity Model (CBBE)

4. Reputation Building and Destruction (RBD)

2.18.2.1 Conceptual Research Model (CRM)

The Conceptual Research Model uses three hypotheses; CRM quality, image and purpose intention to establish the conceptual model for purchase decisions (Cheong &

Phau, 2003).

Conceptual models are primarily used to provide an organising structure for a particular type or mode of the research study design and the research study methods. In addition, a CRM can assist in guiding the re-working, ongoing development and testing of a series of hypothesis based on particular beliefs or findings of a theory. When examining the data from the research, a CRM has the ability to assist in outlining the results of the study and place the findings within the context of research.

2.18.2.2 Unified Theory of Acceptance and Use of Technology (UTAT)

The Unified Theory of Acceptance and Use of Technology (UTAT) model is an attempt to synthesise eight identified models into one whole model using attributes such as

intention, usage, and relationships. This used a mixed methodology and mixed method approach utilising quantitative and qualitative research (Venkatesh et al. 2003).

The model of Venkatesh et al. (2003) aimed to explain user intentions, use information services and subsequent usage behaviour. The theory proposes that four key elements (performance expectancy, effort expectancy, social influence, and facilitating conditions) are direct determinants of usage intention and behaviour. Further to this, the model also identified that gender, age, experience, and voluntariness of use is used to mediate the impact of the four key constructs on usage intention and behaviour.

Subsequent validation of UTAT in longitudinal research found it to account for 70% of the variance in usage intention.

2.18.2.3 Customer Based Brand Equity Model (CBBE)

A Customer Based Brand Equity Model (CBBE) attempts to link corporate brand and customer brand equity. The key restriction is that it does not use customers as stakeholders in the model equation and therefore is limited in use for investigating the reasons for consumer preferences (Gylling & Lindberg-Repo 2006).

2.18.2.4 Reputation Building and Destruction (RBD)

The Reputation Building and Destruction model is one of the relatively earlier models used which take brand reputation and credibility as its starting points for the evaluation of brand extension and therefore is not considered to be as comprehensive in its investigation of the factors that influence brand as the CBBE or UTAT model (Sweeney 2006, Milewicz & Herbig 1994).

2.18.2.5 Deliberative Systematic Decision Making

Deliberative Systematic Decision Making requires a five stage process involving recognising the problem, searching for information, evaluating alternatives, deciding on the purchase and post purchase behaviour (Cole 2007, Cole et al. 2008).

This model is frequently used in health based research where the researcher is attempting to identify what rational versus irrational systematic thinking is undertaken when considering choices available for a desired positive outcome. By way of example, the outcome could range across a series of health choices for an individual including, but not limited to, elements such as, ceasing smoking, losing weight, taking prescribed medicines at regular intervals and deciding when to move into assisted health care.