Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context

The objective of this article is to show the effects of the use of Free Association Technique on the excitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms.

Brand associations create expectations of brand performance, which in turn influence the acceptance and rejection of brands. Thus, the accurate measurement and monitoring of brand associations is imperative to brand managers (e.g., Keller, 1993). The measurement of brand associations is often divided into two phases: (1) elicitation of brand associations and (2) measurement of various dimensions of elicited associations (e.g., strength, favorability, uniqueness) (Keller, 1993). The purpose of the first (qualitative) phase is to gain insight into the nature of a brand's set of association, while the purpose of the second is to ascertain key dimensions producing differential consumer responses...

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