April 2-3, 2019
This research project seeks to use survey data to better understand how non-traditional brand relationship metrics (emotional connections) relate to traditional brand measures, business outcomes and consumer responses to brand disruptions. Further, the analysis will compare results for two different consumer businesses – banks and retailers – to explore the similarities and differences between these industries.
Specifically, it seeks to answer the following questions:
Attendees will leave this presentation with a better understanding of:
Emotions are an integral part of purchasing behavior in many categories but when and how do they influence consumer behavior? To answer this question, we designed and fielded two large [...]
Tuesday | 10:00-10:30 | Room 4
Trust in sample quality within the research industry is low. Many researchers worry that too few people are doing too much research because it raises questions about the validity of [...]
Tuesday | 4:15-4:45 | Room 5