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Publications
Publications
  • 1994
  • Chapter
  • Advances in Consumer Research, Volume 21

Using the Zaltman Metaphor Elicitation Technique to Understand Brand Images

By: R. Higie and G. Zaltman
  • Format:Print
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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.

About The Author

Gerald Zaltman

→More Publications

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More from the Authors
  • Open or Closed? Your Mind, Your Decision! By: Gerald Zaltman
  • Understanding the Brand Equity of Nestlé Crunch Bar By: Jill Avery and Gerald Zaltman
  • A Theories-in-Use Approach to Building Marketing Theory By: G. Zaltman, Valarie A. Zeithaml, Bernard Jaworski, Ajay K. Kohli, Kapil R. Tuli and Wolfgang Ulaga
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