MARC details
| 000 -CABECERA |
|---|
| campo de control de longitud fija |
02553nam a22002657a 4500 |
| 003 - IDENTIFICADOR DEL NÚMERO DE CONTROL |
|---|
| campo de control |
OSt |
| 005 - FECHA Y HORA DE LA ÚLTIMA TRANSACCIÓN |
|---|
| campo de control |
20251103155901.0 |
| 008 - DATOS DE LONGITUD FIJA--INFORMACIÓN GENERAL |
|---|
| campo de control de longitud fija |
250910b |||||||| |||| 00| 0 eng d |
| 020 ## - NÚMERO INTERNACIONAL ESTÁNDAR DEL LIBRO |
|---|
| Número Internacional Estándar del Libro |
0022-2429 |
| 040 ## - FUENTE DE LA CATALOGACIÓN |
|---|
| Centro catalogador/agencia de origen |
English |
| Centro/agencia transcriptor |
tbs |
| 041 ## - CÓDIGO DE LENGUA |
|---|
| Código de lengua del texto/banda sonora o título independiente |
English |
| 100 ## - ENTRADA PRINCIPAL--NOMBRE DE PERSONA |
|---|
| Nombre de persona |
Dzyabura, Daria |
| 9 (RLIN) |
26399 |
| 245 ## - MENCIÓN DE TÍTULO |
|---|
| Título |
Visual Elicitation of Brand Perception |
| Mención de responsabilidad, etc. |
/ Daria Dzyabura and Renana Peres |
| 260 ## - PUBLICACIÓN, DISTRIBUCIÓN, ETC. |
|---|
| Nombre del editor, distribuidor, etc. |
Journal of Marketing |
| Fecha de publicación, distribución, etc. |
2021 |
| 362 ## - FECHAS DE PUBLICACIÓN Y/O DESIGNACIÓN SECUENCIAL |
|---|
| Fecha de publicación y/o designación secuencial |
Journal of Marketing. Jul2021, Vol. 85 Issue 4, p44-66. 23p. 3 Color Photographs, 2 Black and White Photographs, 1 Illustration, 5 Charts, 3 Graphs. |
| 520 ## - SUMARIO, ETC. |
|---|
| Sumario, etc. |
Understanding consumers' associations with brands is at the core of brand management. However, measuring associations is challenging because consumers can associate a brand with many objects, emotions, activities, sceneries, and concepts. This article presents an elicitation platform, analysis methodology, and results on consumer associations of U.S. national brands. The elicitation is direct, unaided, scalable, and quantitative and uses the power of visuals to depict a detailed representation of respondents' relationships with a brand. The proposed brand visual elicitation platform allows firms to collect online brand collages created by respondents and analyze them quantitatively to elicit brand associations. The authors use the platform to collect 4,743 collages from 1,851 respondents for 303 large U.S. brands. Using unsupervised machine-learning and image-processing approaches, they analyze the collages and obtain a detailed set of associations for each brand, including objects (e.g., animals, food, people), constructs (e.g., abstract art, horror, delicious, famous, fantasy), occupations (e.g., musician, bodybuilder, baker), nature (e.g., beach, misty, snowscape, wildlife), and institutions (e.g., corporate, army, school). The authors demonstrate the following applications for brand management: obtaining prototypical brand visuals, relating associations to brand personality and equity, identifying favorable associations per category, exploring brand uniqueness through differentiating associations, and identifying commonalities between brands across categories for potential collaborations. |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Brand image |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Brand communities |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Branding (Marketing) |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Elicitation technique |
| 653 ## - TÉRMINO DE INDIZACIÓN--NO CONTROLADO |
|---|
| Término no controlado |
Sensory perception |
| 700 ## - ENTRADA AGREGADA--NOMBRE PERSONAL |
|---|
| Nombre de persona |
Peres, Renana |
| 9 (RLIN) |
26400 |
| 856 ## - LOCALIZACIÓN Y ACCESO ELECTRÓNICOS |
|---|
| Identificador Uniforme del Recurso |
<a href="https://bibliotheque.tbs-education.fr/Default/doc/bth/150790169/visual-elicitation-of-brand-perception">https://bibliotheque.tbs-education.fr/Default/doc/bth/150790169/visual-elicitation-of-brand-perception</a> |
| 942 ## - ELEMENTOS DE ENTRADA AGREGADA (KOHA) |
|---|
| Fuente del sistema de clasificación o colocación |
Clasificación de Library of Congress |
