Articles by Joel Cadwell

The Unavoidable Instability of Brand Image

June 4, 2014 | Joel Cadwell

"It may be that most consumers forget the attribute-based reasons why they chose or rejected the many brands they have considered and instead retain just a summary attitude sufficient to guide choice the next time."This is how Dolnicar and Rossiter con... [Read more...]

Key Driver vs. Network Analysis in R

November 8, 2013 | Joel Cadwell

When marketing researchers speak of driver analysis, they are referring to an input-output model with overall satisfaction as the output and performance ratings of specific product and service components as the inputs. The causal model is straightforwa... [Read more...]
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