Abstract:Abstract:Projective techniques rely on a stimulus to elicit from respondents projections of their beliefs onto other people or objects, thus reflecting their own perceptions, feelings and motivations. In this work, the job-sorting technique, in combination with Aaker's personality scale, was applied to the study of cream liqueur brand image in Uruguay and Costa Rica. Eight jobs with different levels of intellectual complexity, salary and physical demands were selected. In each of the two countries, three (two … Show more
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