This paper is about how the author proposes to replicate Evanschitzky, Baumgarth, Hubbard, and Armstrong's "Replication research's disturbing trend" (Journal of Business Research, 2007). This is because estimating the incidence of published replication research and its outcomes must be continued.

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand image on a verbal cognitive level, but this...