Understanding Core Brand Equity: Guidelines for In-depth Elicitation of Brand Associations
Open Access
- 1 May 2000
- journal article
- research article
- Published by SAGE Publications in International Journal of Market Research
- Vol. 42 (3) , 1-14
- https://doi.org/10.1177/147078530004200305
Abstract
No abstract availableThis publication has 21 references indexed in Scilit:
- Integrating multiple qualitative research methods (or avoiding the precariousness of a one‐legged stool)Psychology & Marketing, 1999
- Dimensions of Brand PersonalityJournal of Marketing Research, 1997
- Commentary on Nonliteral Language: Processing and UseMetaphor and Symbolic Activity, 1995
- Social Desirability Bias and the Validity of Indirect QuestioningJournal of Consumer Research, 1993
- The Impact of Feelings on Ad-Based Affect and CognitionJournal of Marketing Research, 1989
- The Rationality of EmotionPublished by MIT Press ,1987
- ADVERTISING SYMBOLS AND BRAND NAMES THAT BEST REPRESENT KEY PRODUCT MEANINGSJournal of Consumer Marketing, 1987
- Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories.Journal of Experimental Psychology: Learning, Memory, and Cognition, 1985
- Ad hoc categoriesMemory & Cognition, 1983
- Projective Techniques in Marketing ResearchJournal of Marketing, 1950