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Canada (161,877)
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MKT 510 (65)
Ida Berger (52)
Chapter 9

Chapter 9 - Measuring Sources of Brand Equity

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MKT 510
Ida Berger

Wk 6Chapter 9Measuring sources of brand equity Lecture on October 18 2012Qualitative research techniques Free associationProjective techniques diagnostic tools to uncover the true opinions and feelings of consumers when they are unwilling or otherwise unable to express themselves o Famous example Rorschach testexperimenters present ink blots to subjects and ask them they remind them of o Completion and interpretation tasks o Comparison tasksZMET Zaltman Metaphor Elicitation Techniquebased on a belief that consumers often have subconscious motives for their purchasing behaviour as illustrated in classBrand personality and values o Sincerity downtoearth honest wholesome and cheerful o Excitement daring spirited imaginative and uptodate o Competence reliable intelligent and successful o Sophistication upper class and charming o Ruggedness outdoorsy and toughExperiential methods Recent advertising in a field se
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