Projecting the right image: using projective techniques to measure brand image

Projecting the right image: using projective techniques to measure brand image Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate. Traditionally, marketers have used projective techniques in qualitative research groups to overcome this problem. This method is not infallible as each moderator brings his or her own style to discussions and subjective judgement to the interpretation of results, and it is practically impossible to replicate identically over time. The work presented in this paper describes the development of a set of implicit characteristics for two animation sets to which respondents will respond similarly and with consistency, through which we can identify the brand image held and consequently the motivations behind brand choice. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Projecting the right image: using projective techniques to measure brand image

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Publisher
Emerald Publishing
Copyright
Copyright © 1999 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
D.O.I.
10.1108/13522759910251918
Publisher site
See Article on Publisher Site

Abstract

Research has shown that consumers very often do not use explicit, concrete, rational factors to evaluate products, and thus their motivation to purchase is not always easy to articulate. Traditionally, marketers have used projective techniques in qualitative research groups to overcome this problem. This method is not infallible as each moderator brings his or her own style to discussions and subjective judgement to the interpretation of results, and it is practically impossible to replicate identically over time. The work presented in this paper describes the development of a set of implicit characteristics for two animation sets to which respondents will respond similarly and with consistency, through which we can identify the brand image held and consequently the motivations behind brand choice.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Apr 1, 1999

Keywords: Brand image; Brands; Consumer behaviour; Food; Marketing research

References

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