Exploring Consumers’ Brand Image Perceptions with Collages - Implications on Data Collection, Data Analysis and Mixed Method Approaches

Country-Specific Associations Made by Consumers: A Dual-Coding Theory Perspective

“…In the first stage, each study participant was randomly assigned to one brand and asked to create a collage for that brand. Participants received a short description of the task, an A2-sized paper (420 × 594 mm; 16.5 x × 23.4 x ), and identical handicraft materials (paper, pens, scissors, and glue) (Herz 2010; Koll, Von Wallpach, and Kreuzer 2010; Raffelt, Blümelhuber, and Meyer 2007). A total of 18 magazines from various categories (e.g., entertainment, lifestyle, sports, business) were provided to secure a broad spectrum and maximum variety of image and text elements as potential input material.…”

Conceptual Advances in Consumers’ Semantic and Episodic Brand Memories: A Mixed Methods Exploration

“…This investigation followed a mixed methods program of inquiry rooted in a research philosophy of pragmatism. In line with the known strength of projective methods in eliciting tacit and less conscious thought (Rook, ), the collage technique employed proved a fruitful approach for exploring consumers’ brand knowledge and memories in a nonintrusive way by overcoming consumers’ self‐expressive shortcomings and allowing emotional content to emerge during the process (Herz, ; Herz & Diamantopoulos, ).…”

“…Projective techniques such as collage construction are applied to gain insights into participants’ memories and perspectives, as participants reveal information they would otherwise be unwilling or unable to communicate (Boddy, ; Boddy & Ennis, ). Since most thought is image‐based, its retrieval will be facilitated by data collection tools that resonate with the images and emotions in which it is imbedded (Herz, ; Rook, ). The strength of a projective method like collage construction in particular therefore lies in its ability to elicit and visually communicate memories that might not be as readily available for recall if sought verbally.…”

“…In the unlikely event that a participant did not have cognizance of the allocated stimulus brand, an alternative stimulus was assigned and brand awareness subsequently retested. Participants received handicraft materials such as paper, pens, scissors, and glue and an A2‐sized piece of paper as collage material (Herz, ; Herz & Diamantopoulos, ; Koll et al., ). Eighteen magazines from various categories (e.g., sports, business, entertainment, lifestyle, teenage, men's and women's magazines) were supplied by two major publishing houses to offer participants a large variety of image and text elements as input material.…”