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Assessing visual survey protocols to capture brand-related emotional insights

Author

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  • Stéphane Ganassali

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Justyna Matysiewicz

    (University of Economics in Katowice)

Abstract

Purpose – This paper aims to present the assessment of different self-reported approaches that can be used to identify and measure consumers' emotional responses towards brands. The goal is to determine whether visual and spontaneous protocols are able to generate deeper insights than only closed groups of scales, and to consider pictorial tools as innovative and challenging measurement techniques for brand value assessment. Design/methodology/approach – Three versions of the same consumer online survey dedicated to identifying some brand-related consumer emotional insights were created to be compared in terms of quality of responses, interviewees' evaluation and richness of insights. Findings – Visual protocols provide more specific emotional responses and are considered as useful for " capturing deep contextual meanings of consumer experience ". They clearly provide deeper insights and better emotional granularity. It can be generally concluded that different emotions' self-report measurements are adapted to some diverse research questions or situations. Research limitations/implications – This paper is based on research with a limited number of participants. It focuses on the use and consumer emotional insights delivered by three tested protocols rather than detailed analysis of the specific profiles of consumers. Practical implications – The authors provide some recommendations of different research techniques, which can be used to identify and measure consumers' emotional reactions towards brands. Social implications – Their paper encourages a critical reflection about research methods that are deployed for marketing and consumer behaviour purposes. Their work promotes a hybrid and not dogmatic approach, centred around the perception and motivation of the respondents more than on the expectations of the researcher only. Originality/value – Research outcomes among different self-reported protocols using internet technologies are compared. Quality of responses and richness of insights are measured in a quite innovative and comprehensive way. The paper also gives detailed recommendations to researchers interested in consumers' emotional reactions towards brands measurements.

Suggested Citation

  • Stéphane Ganassali & Justyna Matysiewicz, 2018. "Assessing visual survey protocols to capture brand-related emotional insights," Post-Print hal-01702045, HAL.
  • Handle: RePEc:hal:journl:hal-01702045
    DOI: 10.1108/QMR-09-2016-0080
    Note: View the original document on HAL open archive server: https://hal.univ-smb.fr/hal-01702045
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    References listed on IDEAS

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    1. Derbaix, Christian & Pham, Michel T., 1991. "Affective reactions to consumption situations: A pilot investigation," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 325-355, June.
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    3. Linda M. Scott & Patrick Vargas, 2007. "Writing with Pictures: Toward a Unifying Theory of Consumer Response to Images," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 341-356, July.
    4. Albert, Noël & Merunka, Dwight & Valette-Florence, Pierre, 2008. "When consumers love their brands: Exploring the concept and its dimensions," Journal of Business Research, Elsevier, vol. 61(10), pages 1062-1075, October.
    5. Ingrid Poncin & Jean-Luc Herrmann, 2015. "Les Réactions affectives du consommateur : ces raisons du cœur que la raison ignore," Post-Print hal-01696820, HAL.
    6. Christian Derbaix & Marc Filser, 2010. "L'affectif dans les comportements d'achat et de consommation," Post-Print hal-01446174, HAL.
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    More about this item

    Keywords

    Emotions; Brand attachment; Visual methods; Mixed methods; Collage; Quality of responses;
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