Working Paper
Visual Elicitation of Brand Perception
Sep 18, 2019
Develops a digital platform called Brand Visual Elicitation Platform (B-VEP) which allows consumers to create collages of images that represent how they view a brand; demonstrates the platform’s operation by collecting large, unaided, directly elicited data for 302 large U.S. brands from 1,851 respondents and using machine learning and image-processing approaches to extract systematic content associations for each brand.