Share of Heart: What is it and How can it be Measured?
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
:MCB UP Ltd
Copyright © 1989, MCB UP Limited