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

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