search query: @indexterm RELIABILITY / total: 243
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| Author: | Clancy, K.J. Rabino, S. |
| Title: | The Effects of visual enhancement on attribute/benefit desirability and brand preception measures: implications for reliability and validity |
| Journal: | Journal of Advertising Research
2007 : MAR, VOL. 47:1, p. 95-102 |
| Index terms: | brands reliability |
| Freeterms: | intangible emotional validity |
| Language: | eng |
| Abstract: | Researchers routinely query survey respondents about tangible and intangible product attributes. It is done along two dimensions, which are desirability or importance and brand perceptions. There is evidence that respondents understate the "true" import of intangible, emotional traits. The study discovered that the choice of stimulus had little effect on desirability and brand perception ratings, even for intangible, emotional product characteristics. |
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