If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand,the marketing researcher is using the ________ approach.

Question

Quizplus · Accepted Answer

This is an example of the brand personification approach, which involves asking subjects about the type of person they associate with a brand in order to understand how they feel about it. This approach allows researchers to better understand the personality and image that the brand is projecting to its target audience.

If a Marketing Researcher Asks Subjects What Kind of Person