Journal of Marketing Research · 1965 · 46 citations · 0 references
BusinessBusiness EconomicsMarketingBrand ManagementBrand EquityBrand ImageCorporate BrandingImage AnalysisImage QualityImage QuantificationBrand Image MeasurementImage MeasurementImage Similarity MeasurementSemantic Differential Scale DevelopmentSemantic Differential Scaling
➤A semantic differential applied to the images of two prominent corporations was administered to a group of university students and a group of metropolitan housewives. Comparisons revealed that the factor patterns of the differential for the two corporations and for the two groups of subjects were quite similar.