Aspiration and value – measuring consumer emotions and the brand experience
Catherine GenterMoët Hennessy, France
Sandrine McClure, FranÇois Abiven, Marie Juan-Lallier and Anne QuénelleRepères, France
PREFACE
The paper describes the birth of a new research methodology developed by Repères with their client Moët Hennessy. It follows the development of an original research approach for measuring the equity of a brand, thereby helping marketers steer its future course with increased confidence. It further explains the importance of understanding emotions in the context of luxury brands and how Emotional Monitoring® aims at assessing brand...