Wykorzystanie wizualnych protokołów badawczych w procesie pomiaru relacji konsumenta z marką - aspekt emocjonalny

• Autorzy: Justyna Matysiewicz , Stephane Ganassali

Warianty tytułu

Visual Protocols in The Process of Measurement of Consumer Relations with Brand - Emotional Aspect

• Języki publikacji: PL

Abstrakty

W ramach realizacji koncepcji marketingu doświadczeń firmy starają się wywołać określone silne emocje w stosunku do swoich produktów/marek u konsumentów. Ze względu na subiektywny, podświadomy często charakter tych emocji ich identyfikacja i głębsze zrozumienie, a także pomiar stają się wyzwaniem dla badaczy i analityków. W literaturze przedmiotu istnieje wiele metod i technik badawczych, które pomagają zgłębić to zjawisko, jednakże właściwy ich dobór i zastosowanie mogą stanowić wyzwanie badawcze. Celem artykułu jest porównanie i ocena wybranych protokołów badawczych stosowanych w ramach metod samoopisujących celem identyfikacji i pomiaru emocjonalnych reakcji konsumentów w odniesieniu do określonych marek. W szczególności porównane zostaną techniki wykorzystujące skalę Likerta, zdjęcia i kolaże spontanicznie dobierane w procesie badawczym przez respondentów. W artykule przedstawiono wyniki międzynarodowych badań porównawczych przeprowadzonych w Polsce i we Francji(abstrakt oryginalny)

EN

Within an experiential marketing context, companies and brands try to elicit strong emotions and affective feelings from their customers: it can be brand attachment or brand love, for example. Because they are hidden and intimate, understanding and capturing 255such consumer responses is very challenging for research analysts. There are many different methodologies, ranging from very qualitative (like projective techniques) to very quantitative ones (like Likert scales). The goal of the study is to assess different self-reported approaches that can be used to identify and measure consumers' emotional reactions towards brands they like. More specifically, we want to compare some traditional closed scales in which a list of items is proposed and evaluated through Likert measurements, to some more illustrated and spontaneous instruments using pictures or collages. The study is conducted in France and in Poland to test the international stability of the results(original abstract)

Słowa kluczowe

PL

Marka; Konsument; Marketing doświadczeń; Przywiązanie do marki

EN

Brand; Consumer; Experience marketing; Brand attachment

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2016
• Numer: nr 459 Badania marketingowe - zmiany w metodologii i technikach badawczych
• Strony: 254--264

Twórcy

autor

Justyna Matysiewicz

• Uniwersytet Ekonomiczny w Katowicach

autor

Stephane Ganassali

• Uniwersytet Sabaudzki

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Identyfikatory

DOI

10.15611/pn.2016.459.24