Wykorzystanie wizualnych protokołów badawczych w procesie pomiaru relacji konsumenta z marką – aspekt emocjonalny
Visual protocols in the process of measurement of consumer relations with brand - emotional aspekt

Summary/Abstract: Within an experiential marketing context, companies and brands try to elicit strong emotions and affective feelings from their customers: it can be brand attachment or brand love, for example. Because they are hidden and intimate, understanding and capturing 255such consumer responses is very challenging for research analysts. There are many different methodologies, ranging from very qualitative (like projective techniques) to very quantitative ones (like Likert scales). The goal of the study is to assess different self-reported approaches that can be used to identify and measure consumers’ emotional reactions towards brands they like. More specifically, we want to compare some traditional closed scales in which a list of items is proposed and evaluated through Likert measurements, to some more illustrated and spontaneous instruments using pictures or collages. The study is conducted in France and in Poland to test the international stability of the results.

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