Semantic Differential and Nonmetric Multidimensional Scaling Descriptions of Brand Images
Joseph N. Fry, John D. Claxton · Journal of Marketing Research · 1971
uring perceptions of brands and corporations [1, 2]. Recently, however, procedures have become available for doing this through nonmetric scaling of similarities data [4]. The advent of a new technique inevitably raises questions of comparison with established procedures. Green, Maheshwari, and Rao [5] found high congruence between stimulus configurations obtained from semantic differential measures and direct similarity judgments. Here, an additional comparison will be provided through application of both measurement approaches to a problem of cigarette brand images.