Indirekte psychologische Methoden

Kirchmair, Rolf

doi:10.1007/978-3-8349-9262-8_16

Cited by 4 publications

(1 citation statement)

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“…Collage technique is one way to align the research process with the mental state in which brand representation occurs. Collages are an expressive projective technique asking consumers to elaborate their ideas about brands, consumption motives, or product usage (Kirchmair, 2007) by combining different materials, forms, or pictures to create a new whole flexible composition. Collages support spontaneity, fantasy, and creative and metaphorical thinking and trigger new and hidden thoughts, emotions, and associations through transformation, reordering, and reassembling of the component images (Davis & Butler-Kisber, 1999).…”

Section: Episodic Memorymentioning

confidence: 99%

Multi‐method research on consumer–brand associations: Comparing free associations, storytelling, and collages

Koll

Wallpach²,

Kreuzer³

2010

Psychology and Marketing

107

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What consumers know and think consciously and unconsciously about a brand influences their attitudes and behaviors toward the brand and ultimately brand success. Therefore, keeping track of what consumers know is advisable. This article considers the value of using three approaches to assess brand knowledge: free association technique, storytelling, and collage-creation. Each method is suitable for tapping and reproducing different aspects of brand knowledge. The empirical study combines the three methods in an explorative setting to retrieve consumer brand knowledge regarding a major sports brand. The study compares knowledge that each method elicits and provides brand management with recommendations how to decide when to use each method and whether to employ one or more of these methods. © 2010 Wiley Periodicals, Inc.Managing a brand without knowing how stakeholders perceive the brand is like flying an airplane without information about position, speed, or weather. Since stakeholder brand knowledge impacts stakeholder attitudes and behaviors vis-à-vis the brand (Van Osselaer & Janiszewski, 2001), current stakeholder brand knowledge will influence the success of any activity focusing on attitudinal

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Section: Episodic Memorymentioning

confidence: 99%