Post on 22-Jul-2016
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52.1
82.1
38.4
131.8
92.1
62.5
75.4
84.8
15.2
59.2
91.2
32.1
64.7
79.7
24.5
65.7
45.5
55.9
26.6
47.7
5.2
35.8
74.1
23.4
42.8
9.7
29.5
70.7
90.6
78.5
89.6
49.5
62.9
72.5
65.3
63.5
89.9
66.8
50.9
76.8
59.1
57.3
74.6
56.0
63.0
56.5
68.3
56.7
73.4
60.3
45.2
65.6
54.8
69.8
65.4
43.2
86.3
56.5
92.0
35.0
57.0
59.7
63.3
40.7
84.9
63.1
36.6
54.0
58.4
6.2
64.4
50.3
62.2
51.3
65.0
63.8
88.7
64.7
34.3
61.1
58.2
61.6
21.4
17.5
100.0
97.8
92.7
89.7
86.7
81.7
81.5
80.7
79.6
74.5
69.9
69.1
68.5
65.3
64.6
64.2
6 3.1
59.7
59.2
57.9
57.4
55.5
54.5
53.9
52.3
51.2
49.9
47.6
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44.4
31.7
26.2
36.5
36.8
32.1
1.6
24.2
(1.6)
33.0
28.8
24.2
84.6
36.2
59.6
7.5
27.5
38.8
45.0
58.0
35.4
47.3
(0.7)
36.1
4.3
12.4
15.7
35.2
51.0
56.4
61.0
54.4
53.8
57.1
59.5
51.2
67.7
50.9
49.7
51.6
27.2
48.3
33.8
55.0
47.6
44.3
39.0
32.8
39.9
33.5
60.2
29.1
39.9
35.5
34.4
19.2
45.6
47.9
33.2
38.9
41.3
29.1
86.9
65.4
41.5
33.0
52.3
52.1
14.8
32.8
45.4
74.0
55.3
41.1
22.6
19.4
41.8
15.0
(12.3)
27.3
40.5
27.1
14.0
(1.7)
46.8
46.2
45.6
45.1
45.1
43.9
40.5
39.9
39.4
38.5
38.4
38.0
37.5
37.5
36.7
36.6
36.0
36.0
30.5
30.2
29.7
24.5
22.6
16.1
12.9
10.3
8.5
0.0
BMW
Apple
Mercedes-Benz
KFC
Samsung
adidas
Volkswagen
Yili
Burberry
Nike
McDonald's
M&M's
Coca-Cola
Dove
Louis Vuitton
Dumex
Audi
Olay
Budweiser
Huawei
Breezer
Estée Lauder
Mengniu
Harbin Beer
TSINGTAO
Heineken
Snickers
Extra
Master Kong
Head&Shoulders
Darlie
Pepsi
PANTENE
Maybelline
Johnnie Walker
Li-Ning
Ferrero Rocher
Oreo
Abbott
Uni-President
JDB
Crest
Mead Johnson
Carlsberg
NIVEA
Xiaomi
Sprite
CLEAR
Lenovo
Colgate
Kinder
DOUBLEMINT
Hershey's
Chips Ahoy!
INFINITI
Stride
2014R 3 D I G I T A L E N S P I R E I N D E X
R3 DIGITAL ENSPIRE index2014 Q3
R3 DIGITAL ENSPIRE index2014 Q3
Q3
BRANDBRAND BRAND AWARENESS DIGITAL ENSPIREINDEX
2014 Q3RANKING
AWARENESS DIGITAL ENSPIREINDEX
2014 Q3RANKING
BRANDENGAGEMENT INVOLVEMENT ENGAGEMENT INVOLVEMENT
Methodology:Scope>56 brands, 19 categories (Carbonated, Tea, Auto,Personal electronics, Dairy, Infant formula, Luxury products, Sporting goods, Western style fast food,Haircare, Toothpaste, Skincare, Cosmetics, Cocktail,Liquor, Beer, Chocolate, Cookies, Chewing gum), 369 ads.
Weights (based on impact of predictors on Purchase Intent)>Awareness = 0,3 Engagement = 0,6 Involvement = 0,1Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement
Index Calculation>Awareness = Prompted targeted ad awareness Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product
Sampling>N=3,159 general consumers aged 18-45 years of age>City coverage: Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha