A free response approach to the measurement of brand perceptions
International Journal of Research in MarketingPublished 1 January 1986
Yvan Boivin
Citations55
SJR quartileQ1
SJR score3.87
SNIP2.47
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Abstract
Brand maps are derived directly from verbalizations about brands (What do you think of brand X… ?). The resulting brand scores seem to meet a number of reliability criteria and to converge well to those derived from more structured measures.
Keywords
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