Brand Equity Measuring in Terms of Emotions Associated With Brands

The paper is concerned with the measurement of emotions and the study of the role of emotions in consumer choice. Contemporary neurological findings suggest that emotions may play a role in its own right, quite different from the way in which they have been considered in traditional consumer choice behaviour theory. A large-scale study including 800 respondents, covering 64 brands, provide findings on emotional response tendencies for the brands, and relate these to involvement, type of need gratification, purchasing behaviour, etc.



Citation:

Flemming Hansen and Lars Bech Christensen (2005) ,"Brand Equity Measuring in Terms of Emotions Associated With Brands", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.

Authors

Flemming Hansen, Center for Marketing Communication, Copenhagen Business School
Lars Bech Christensen, Center for Marketing Communication, Copenhagen Business School



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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