000			02553nam a22002657a 4500
003			OSt
005			20251103155901.0
008			250910b |||||||| |||| 00| 0 eng d
020			_a0022-2429
040			_aEnglish _ctbs
041			_aEnglish
100			_aDzyabura, Daria _926399
245			_aVisual Elicitation of Brand Perception _c/ Daria Dzyabura and Renana Peres
260			_bJournal of Marketing _c2021
362			_aJournal 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			_aUnderstanding 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			_aBrand image
653			_aBrand communities
653			_aBranding (Marketing)
653			_aElicitation technique
653			_aSensory perception
700			_aPeres, Renana _926400
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/150790169/visual-elicitation-of-brand-perception
942			_2lcc
999			_c5133 _d5133