How collages reveal your deepest thoughts 💭
👓 Philipp PachlerHow collages reveal your deepest thoughts 💭
✅ Thesis (M.A.) from the year 2️⃣0️⃣1️⃣0️⃣ in the subject Business 👨💼 economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1️⃣,0️⃣, University of Innsbruck (Institut für Strategisches Management 👨💼, Marketing und Tourismus), language: English 🏴, abstract: A deeper understanding of how consumers think 🤔, feel 💆♀️ and ➕ act 🎭️ is vital to the success of management 👨💼 and ➕ provides valuable information ℹ️ for managerial decision making 🛠️ in many areas of marketing. One 1️⃣ key 🔑 to this understanding is brand knowledge. Customer 🛃 brand knowledge is the representation of a brand in consumers minds. This thesis focuses on a visual-based view stating that brand knowledge is rather image-based as opposed to word-based. Unfortunately, a substantial amount of relevant knowledge within consumers minds is unconscious and ➕ cannot be retrieved, accessed ♿️ and ➕ recalled by customers. As a consequence, certain methods of retrieval are required, such as projective techniques. The method this thesis works ⚙️ with is the collage technique, an expressive 🗯️ projective method. This diploma thesis creates a multi-layered approach that facilitates the interpretation of collages without the need of any additional information ℹ️ given ⬅️🎁 by the participants, based on metaphor analysis, color theory, a communication model and ➕ structural analysis. The thesis answers following research questions ❓️: - Is it possible to interpret collages without any additional information ℹ️ from respondents - What information ℹ️ can 🥫 be gained...
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