Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation con...
Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context
About this item
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Publisher
London, England: SAGE Publications
Journal title
Language
English
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Publisher
London, England: SAGE Publications
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Scope and Contents
Contents
The objective of this article is to show the effects of the use of Free Association Technique on the elicitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms. The use of Western techniques for eliciting brand emotions may prove challenging for marketer...
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Full title
Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context
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Record Identifier
TN_cdi_proquest_journals_2287951979
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2287951979
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ISSN
1470-7853
E-ISSN
2515-2173
DOI
10.1177/1470785319838419
