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Image-based Attribute Association in Market Research Surveys

  • Author(s): Hoffman, Garrett Blake
  • Advisor(s): Xu, Hongquan
  • et al.
Abstract

This paper explores methods of understanding the connection between culturally relevant images and descriptive characteristics that are attributed to them by US consumers. Using image associations as the primary means of measurement, I describe the perceptions of large multi-national consumer brands in the minds of US consumers. I directly compare image-association implied attributes of brands to traditional survey ratings scales of the same dimension. While this work is still preliminary and not instructing a particular strict methodology, it is necessary evidence that a connection can be made from descriptive characteristics to images to brand perception to brand ratings and attributed qualities.

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