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
Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO
That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People
Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA
Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices
Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea