How to measure brand emotion

Larry Percy and Flemming Hansen, from Copenhagen Business School, and Rolf Randrup, TNS/Gallup, contend that by measuring the emotional associations that consumers have with brands, managers will have a new tool for developing communication strategy.

How To Measure Brand Emotion

Larry Percy and Flemming Hansen Copenhagen Business SchoolRolf Randrup TNS/Gallup

One of the things now known about memory is that when we are experiencing something, if it is fully processed, all of its component...