Multi-Method Research on Consumer-Brand Associations: Comparing free associations, storytelling and collages.
Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations: Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602.
What consumers know and think consciously and unconsciously about a brand influences their attitudes and behaviors towards the brand and ultimately brand success. Therefore, keeping track of what consumers know is advisable.
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