Techniques for evaluating emotional attachment to brands.

I’m working on a brand evaluation programme, particularly concerned with emotional attachment to brands. I have used various techniques in the past, including plotting emotional dimensions along pre-determined attributes, using brand cohorts, ethnographic studies and grounded theory. By its very nature, psychological  emotional attachment is not particularly accessible to high involvement processing so techniques are much concerned with overt attachment.

None of the techniques I have worked with so far have been very satisfying and those that seemed to approach the best results are time-consuming and costly. If you have experience of effective techniques or even just a theoretical approach worth exploring I would be very interested to hear.


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