The perceptions that consumers hold about brands, referred to collectively as the brand's image, are an important part of consumer-based brand equity (Keller 1993). They are also used to identify the ...

Purpose Brands, LLC, the parent of the Anytime Fitness, Orangetheory Fitness, Waxing the City, Basecamp Fitness/SumHIIT ...

Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that ...