The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity

Advertising, marketing, and public opinion researchers routinely query survey respondents about tangible and intangible product attributes and benefits along two dimensions: desirability or importance and brand perceptions.

The Effects of Visual Enhancement on Attribute/Benefit Desirability and Brand Perception Measures: Implications for Reliability and Validity

Kevin J. ClancyCopernicus Marketing Consulting and ResearchSamuel RabinoNortheastern University

A CRITICAL MARKETING...

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