Brand Extension. Using Best-Worst scaling to evaluate consumer preferences for two hospital brands

      Аннотация: The market for baby care products indicates a promising future and can be linked to hospitals through one of their core competencies, maternity care. This academic work evaluates whether an extended hospital baby shampoo brand could compete with market leading Australian baby shampoos. Two leading hospital brands from the same geographic region were examined in two identical surveys, in which a total number of 755 pregnant women or new mothers from all over Australia participated. Through Best-Worst scaling, the acceptance and importance of brand, price, size and midwife endorsement were tested using current market-specific attribute levels, and evaluated on an aggregate level and in an individual level regression analysis. Across both studies, the analyses indicated that consumers accept an extended hospital brand and that the extension of a hospital brand into the baby care product category, in this case baby shampoo, could potentially be successful.

Ключевые слова: regression analysis, Brand Extension, Customer Preferences, hospital brand, Best-Worst scaling, baby care