Tantiseneepong, Nisachon; Gorton, Matthew; White, John - In: Qualitative Market Research: An International Journal 15 (2012) 1, pp. 57-69
Purpose – The purpose of this paper is to utilise projective techniques as a method to capture and understand consumer reactions to celebrity‐endorsed perfumes. The paper illustrates how projective techniques can aid practitioners in their selection of celebrity endorsers....