Projecting the right image: Using projective techniques to measure brand image

Qualitative Market Research: An International Journal

Volumn 2, Issue 1, 1999, Pages 22-30

  Hussey, Michael ^a   Duncombe, Nicola ^a  

^a ASTON UNIVERSITY   (United Kingdom)

Author keywords

Brand image; Brands; Consumer behaviour; Food; Marketing research

Indexed keywords

EID: 84986021463     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522759910251918     Document Type: Review

References (19)

1. Atkinson, R.L., Atkinson, R.C., Smith, E.E., Bem, D.J. and Hilgard, E.R. (1990), Introduction to Psychology, 10th ed., Harcourt Brace Jovanovich International Editions, Ch. 14
2. Carr-Gomm, S. (1995), The Hutchinson Dictionary of Symbols in Art, Helicon, Oxford
3. Chisnall, P.M. (1995), Consumer Behaviour, 3rd ed., McGraw-Hill Book Company, London
4. Day, E. (1989), “Share of heart: what is it and how can it be measured?”, The Journal of Consumer Marketing, Vol. 6 No. 1
5. de Chernatony, L. and McDonald, M.H.B. (1992), Creating Powerful Brands, Butterworth-Heinemann, Oxford
6. Erickson, M.K. (1996), “Using self-congruity and ideal congruity to predict purchase intention: a European perspective”, Journal of Euromarketing, Vol. 6 No. 1, pp. 41-56
7. Fabes, R.A. and Martin, C.L. (1991), “Gender and age stereotypes of emotionality”, in Burn, S.M. (Ed.), The Social Psychology of Gender, McGraw-Hill
8. Fowles, J. (1996), Advertising and Popular Culture, Sage Publications, London
9. Foxall G.R. and Goldsmith R.E. (1994), Consumer Psychology for Marketing, Routledge, London
10. Fransella, F. and Bannister, D. (1984), A Manual for Repertory Grid Technique, Academic Press, London
11. Grubb, E.L. and Grathowl, S. (1967), “Consumer self-concept, symbolism and market behaviour: a theoretical approach”, in Loudon, D.L. and Della Bitta, A.J. (Eds), Consumer Behaviour: Concepts and Applications, 4th ed., McGraw-Hill International Editions, Singapore
12. Grubb, E.L. and Hupp, G. (1968), “Perceptions of self, generalized stereotypes and brand selection”, Journal of Marketing Research, Vol. 5, pp. 58-63
13. Heylen, J.P., Dawson, B. and Sampson, P. (1995), “An implicit model of consumer behaviour”, Journal of the Marketing Research Society, Vol. 37 No. 1, pp. 51-67
14. Ickes, W. and Barnes, R.D. (1978), “Boys and girls together - and alienated: on enacting stereotyped sex roles in mixed-sex dyads”, in Burn, S.M. (Ed.), The Social Psychology of Gender, McGraw-Hill
15. Kelly, G.A. (1955), The Psychology of Personal Constructs, Norton, New York, NY
16. Piirto Heath, R. (1990), “Measuring minds in the 1990s”, American Demographics, Vol. 12 No. 12, p. 33
17. Piirto Heath, R. (1996), “The frontiers of psychographics”, American Demographics, Vol. 18 No. 7, pp. 38-43
18. Raffel, C.B. (1996), “Vague notions: new techniques shed light on repressed buying motives”, Marketing Research, Vol. 8 No. 2, pp. 21-3
19. Ross, I. (1971), “Self-concept and brand preference”, Journal of Business, Vol. 44 No. 1