Share of Heart: What is it and How can it be Measured?
- 1 January 1989
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 6 (1) , 5-12
- https://doi.org/10.1108/eum0000000002534
Abstract
Examines several approaches to measuring consumers′ emotional response to brands. Describes projective techniques, fantasy and personification, story completion, usage scenarios, role playing and deprivation questioning. Concludes that qualitative research is a productive way of gaining knowledge of the whys of consumer behaviour, or share of heart, when such knowledge is essential to marketing managers.Keywords
This publication has 1 reference indexed in Scilit:
- Focus Groups and the Nature of Qualitative Marketing ResearchJournal of Marketing Research, 1977