How prevalent are suggestive brand names and Distinctive Assets? An AI-human approach

IF 2.4 4区 管理学 Q3 BUSINESS
Larissa Mae Bali, Zachary William Anesbury, Peilin Phua, Byron Sharp
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Abstract

Despite the concept of a suggestive brand name existing for over one hundred years (Viehoever, 1920), the prevalence of suggestive versus non-suggestive brand names has not been documented. Previously, to do so extensively would have taken considerable time and money. We now show that artificial intelligence can replace manual coding with increased accuracy. We found the coding performances of Chat GPT-4 are 34% more accurate than GPT-3.5 and 44% more accurate than human coders. Systematically expanding our research to over 4,600 brands from consumer goods, services, and durables in major English-speaking markets (United Kingdom, United States, and Australia), we find that overall, slightly more than a quarter of all brand names are suggestive - ranging from 10% of durables to 56% of service brands. Further, we expand the suggestiveness research to non-brand name elements of almost 600 Distinctive Assets (e.g., colours, logos) across consumer goods, services, durables, and retailers (in the same three countries), finding that two in five are suggestive. The brand name and Distinctive Asset prevalence distributions are positively skewed, with most categories falling beneath the respective averages. Furthermore, regarding performance, on average, suggestive Distinctive Assets display lower levels of Fame and Uniqueness than non-suggestive Distinctive Assets.
暗示性品牌名称和独特资产有多普遍?人工智能与人工智能相结合的方法
尽管暗示性品牌名称的概念已经存在了一百多年(Viehoever,1920 年),但暗示性品牌名称与非暗示性品牌名称的普遍性还没有被记录下来。在此之前,要广泛地进行这项工作需要花费大量的时间和金钱。我们现在证明,人工智能可以取代手动编码,并提高准确性。我们发现 Chat GPT-4 的编码性能比 GPT-3.5 高出 34%,比人工编码员高出 44%。我们将研究范围系统地扩展到主要英语市场(英国、美国和澳大利亚)的消费品、服务和耐用品领域的 4,600 多个品牌,发现总体而言,略高于四分之一的品牌名称具有暗示性--从 10%的耐用品品牌到 56% 的服务品牌不等。此外,我们还将暗示性研究扩展到消费品、服务、耐用品和零售商的近 600 个 "独特资产 "中的非品牌名称元素(如颜色、徽标)(同样在这三个国家),发现五分之二的 "独特资产 "具有暗示性。品牌名称和 "独特资产 "的普遍性分布呈正倾斜,大多数类别都低于各自的平均值。此外,在绩效方面,平均而言,暗示性独特资产的知名度和独特性低于非暗示性独特资产。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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