文章基本信息

标题：Mining the Relationship between Demographic Variables and Brand Associations
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作者：Ajayeb Abu Daabes ; Faten Kharbat
期刊名称：International Journal of Managing Value and Supply Chains
印刷版ISSN：2230-7966
电子版ISSN：0976-979X
出版年度：2013
卷号：4
期号：3
DOI：10.5121/ijmvsc.2013.43011
出版社：AIRCC
摘要：This research aims to mine the relationship between demographic variables and brand associations, and study the relative importance of these variables. The study is conducted on fast-food restaurant brands chains in Jordan. The result ranks and evaluates the demographic variables in relation with the brand associations for the selected sample. Discovering brand associations according to demographic variables reveals many facts and linkages in the context of Jordanian culture. Suggestions are given accordingly for marketers to benefits from to build their strategies and direct their decisions. Also, data mining technique used in this study reflects a new trend for studying and analyzing marketing samples
关键词：Brand Associations; Branding; Service Marketing; Demographic Variables; X-Means Algorithm; Data ;Mining; Ranking; ReilefF