Share of Heart: What is it and How can it be Measured?

Examines several approaches to measuring consumers′ emotional response to brands. Describes projective techniques, fantasy and personification, story completion, usage scenarios, role playing and deprivation questioning. Concludes that qualitative research is a productive way of gaining knowledge of the whys of consumer behaviour, or share of heart, when such knowledge is essential to marketing managers.

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Year of publication:	1989
Authors:	Day, Ellen
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 6.1989, 1, p. 5-12
Publisher:	MCB UP Ltd
Subject:	Brand loyalty \| Consumer behaviour \| Intangibility \| Marketing \| Qualitative techniques \| Subjectivity

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002534 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849435