02553nam a22002657a 4500 OSt 20251103155901.0 250910b |||||||| |||| 00| 0 eng d 0022-2429 English tbs English Dzyabura, Daria 26399 Visual Elicitation of Brand Perception / Daria Dzyabura and Renana Peres Journal of Marketing 2021 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. 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. Brand image Brand communities Branding (Marketing) Elicitation technique Sensory perception Peres, Renana 26400 https://bibliotheque.tbs-education.fr/Default/doc/bth/150790169/visual-elicitation-of-brand-perception lcc 0 0 lcc 0 0 TBS TBS 2025-11-03 0 2025-11-03 https://bibliotheque.tbs-education.fr/Default/doc/bth/150790169/visual-elicitation-of-brand-perception 2025-11-03 ARTICLE 5133 5133