Chapter | Advances in Consumer Research | 1993

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

by R. Higie and G. Zaltman

Keywords: Brands and Branding; Research;

Citation:

Higie, R., and G. Zaltman. "Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images." In Advances in Consumer Research. Vol. 20, edited by L. McAlister and M. Rothschild. Provo, UT: Association for Consumer Research, 1993.