Working Papers

Visual Elicitation of Brand Perception

Daria Dzyabura and Renana Peres

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.

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