Motivation Research: in the Dna of Branding
In 1951 James Vicary, a dubious marketing research practitioner, published an article on the research method of brand personification. The method provides the foundation for the modern concepts of brand personality and brand relationships, but the dubious origins of the method raises questions about these concepts.
Mark Avis (2013) ,"Motivation Research: in the Dna of Branding", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 82-89.
Mark Avis, Massey University
E - European Advances in Consumer Research Volume 10 | 2013
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