Cian, Luca; Cervai, Sara - In: Qualitative Market Research: An International Journal 14 (2011) 2, pp. 138-159
Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go … implications – MuSeS is able to measure both the consumers' perceptions about the brand image concept (its potentials) and the … characteristics that the customer wishes to find in the brand image (brand image future development). Originality/value – Most of the …