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

Ellen Day (Assistant professor of marketing at the University of Georgia)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 January 1989

607

Abstract

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.

Keywords

Citation

Day, E. (1989), "Share of Heart: What is it and How can it be Measured?", Journal of Consumer Marketing, Vol. 6 No. 1, pp. 5-12. https://doi.org/10.1108/EUM0000000002534

Publisher

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MCB UP Ltd

Copyright © 1989, MCB UP Limited

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