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The . space . between . words. The application of a new model of communication to quantitative brand image measurement

The . space . between . words. The application of a new model of communication to quantitative... This paper was written in response to an increasing number of requests by marketing people to provide an answer to the question What is the essence of my brand Many of these queries come from companies who already have vast amounts of qualitative research, tracking information on advertising awareness and brand imagery, in addition to continuous data of various types. None of these seem to be able to provide a measurable understanding of the emotional values which shape the consumerbrand relationship. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research News Emerald Publishing

The . space . between . words. The application of a new model of communication to quantitative brand image measurement

Gordon, Wendy; Corr, David
Management Research News , Volume 14 (4/5): 3 – Apr 1, 1991
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0140-9174
DOI
10.1108/eb028137
Publisher site
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Abstract

This paper was written in response to an increasing number of requests by marketing people to provide an answer to the question What is the essence of my brand Many of these queries come from companies who already have vast amounts of qualitative research, tracking information on advertising awareness and brand imagery, in addition to continuous data of various types. None of these seem to be able to provide a measurable understanding of the emotional values which shape the consumerbrand relationship.

Journal

Management Research News – Emerald Publishing

Published: Apr 1, 1991

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