Using implicit methods to develop an objective measure of media brand engagement

• Main Authors: Calvert, Gemma, Fulcher, Eamon, Fulcher, Geraldine, Foster, Pauline, Rose, Helen
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2018
• Subjects: Implicit Consumer Associations; DRNTU::Business::Marketing; Media Brand Engagement
• Online Access: https://hdl.handle.net/10356/87658; http://hdl.handle.net/10220/46770
• Institution: Nanyang Technological University

Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that reside in consumers’ minds. Recently, there has been considerable interest in the ability of well-est...