Ilicic, Jasmina; Webster, Cynthia M. - In: Qualitative Market Research: An International Journal 18 (2015) 2, pp. 164-187
on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively … celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value … mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then …