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When brands become animals : an exploration on the use of qualitative techniques in measuring brand's images

Waart, M.A. de (2015) When brands become animals : an exploration on the use of qualitative techniques in measuring brand's images.

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Abstract:Purpose: Market researchers increasingly use qualitative methods to measure consumers’ perception towards brands. Upcoming are associative techniques whereby researchers aim at a deeper understanding of thoughts and emotions concerning particular market products. The purpose of this research is to explore the added value of using metaphors in determining one's perception towards a brand. Furthermore, it was explored whether mentioned attributions differed per low and high involvement product categories Design/methodology/approach: In order to collect data, three different research techniques were used; an interview about one’s opinion of six brands, an associative technique in which participants had to link those six brands to one of ten predetermined animals and a combination of those in which first an interview was conducted about the brand whereby participant subsequently had to associate those brands to a self-chosen animal. Findings: This research revealed an added value of using metaphors in brand image research when participants were able to choose their own metaphors. However, choosing between a compiled dataset of metaphors revealed less attributions of brands in comparison with the other two methods. Also, no great differences were found between associations of participants towards high and low involvement products.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68043
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