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...
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.
