haku: @author Gordon, W. / yhteensä: 7
viite: 6 / 7
| Tekijä: | Gordon, W. Corr, D. |
| Otsikko: | The ... space ... between ... words: the application of a new model of communication to quantitative brand image measurement |
| Lehti: | Journal of the Market Research Society
1990 : JUL, VOL. 32:3, p. 409-434 |
| Asiasana: | BRANDS PRODUCT IMAGE MEASUREMENT CONSUMER ATTITUDES |
| Kieli: | eng |
| Tiivistelmä: | Brand owners need to know what the brand means to consumers, what emotional feelings about the value of a brand are affected by advertising. Weaknesses of quantitative and qualitative research are discussed, the structure of communication, the meaning and importance of words is emphasized. Language is conceived as a representational system removed from the sensory experiences. Implications for practitioners and users of research are discussed, spontaneous brand associations (pictures, sounds, etc) are considered, brand awareness and brand personality is interpreted. Importance of encouraging respondents to think differently and allowing space between words is emphasized. The role of modal operators as data sources is explained. |
SCIMA