Projective techniques for brand image research Two personification-based methods explored

Qualitative Market Research

Volumn 10, Issue 3, 2007, Pages 300-309

  Hofstede, Anouk ^a   van Hoof, Joris ^b   Walenberg, Natascha ^a   de Jong, Menno ^b  

^a HVR Communication Consultancy and Implementation   (Netherlands)

^b UNIVERSITY OF TWENTE   (Netherlands)

Author keywords

Beer; Brand image; Brands; Consumer behaviour; Qualitative research

Indexed keywords

EID: 34250363116     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522750710754326     Document Type: Article

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