Chapter | Advances in Consumer Research, Volume 21 | 1994

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, Volume 21, edited by C. Allen and D. R. John. Provo, UT: Association for Consumer Research, 1994.