Aspiration and value - measuring consumer emotions and the brand experience

Catherine Genter, Sandrine McClure, François Abiven, Marie Juan-Lallier and Anne Quénelle

This paper describes the birth of a new research methodology developed by Repères with their client Moët Hennessy.

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...

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