Job-Sorting Assignment to Assess Cream Liqueur Brand Image

Job-Sorting Assignment to Assess Cream Liqueur Brand Image

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 s...

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Bibliographic Details
Main Authors: Adriana Gámbaro, Carmen Ivankovich, Antonella Roascio, Miguel Amarillo, Marcelo Miraballes, Yorleny Araya-Quesada
Format: Article
Language:English
Published: MDPI AG 2017-02-01
Series:Beverages
Subjects:
cream liqueur
projective techniques
consumer behavior
brand image
job sorting
Online Access:http://www.mdpi.com/2306-5710/3/1/11

Internet

http://www.mdpi.com/2306-5710/3/1/11

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