Multi-method research on consumer–brand associations: Comparing free associations, storytelling, and collages

By Oliver Koll, Sylvia von Wallpach, Maria Kreuzer. 2010

144 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/4c714c1981405b72305aff6c73f537370929ac7d

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Edward F. McQuarrie
2. Barbara J. Phillips
3. Mark Brown
4. Frank Alpert
5. R. Shams
6. Niclas Öhman
7. Magnus Söderlund

In Marketing

1. Edward F. McQuarrie
2. Barbara J. Phillips
3. William G. Griffin
4. Mark Brown
5. Frank Alpert
6. R. Shams
7. Margot van Mulken
8. Se‐Hoon Jeong

In Tourism, Leisure and Hospitality Management

1. Mark Brown
2. Frank Alpert
3. R. Shams

Citations in the corpus

• How Visual Brand Identity Shapes Consumer Response (2014, background): “existing VBI, and perceived effectiveness, following interview guidelines set out by Kover (1995). Subsequently, 15 individual interviews were completed with ordinary consumers (undergraduate students enrolled in a Midwestern University; 10 females and 5 males).”
• Consumer perceived brand innovativeness (2015, methodology): “However, by focusing on conscious brand knowledge, the above technique is not capable of providing insight into implicit brand knowledge (Koll et al., 2010).”