Comparing methods of brand image measurement
Carl Driesener and Jenni RomaniukEhrenberg-Bass Institute of Marketing Science, University of South Australia
INTRODUCTION
The perceptions that consumers hold about brands, referred to collectively as...
Comparing methods of brand image measurement
This study compared rating, ranking and ‘pick-any’ measures of brand image associations. The pick-any technique is a free response measure, where respondents are given an attribute as a cue and asked which brands they associate with it.
