Abstract

Get full access to this article
View all access options for this article.
References
1.
Bird M.
, &
Ehrenberg A.
(1970 ) Consumer attitudes and brand usage. Journal of the Market Research Society , 12 , 4 , pp. 233 –247 .
2.
Bock T.
(2011 ) Improving the display of correspondence analysis using moon plots. International Journal of Market Research , 53 , 3 , pp. 307 –326 .
3.
Collins M.
(1992 ) The data reduction approach to survey analysis. Journal of the Market Research Society , 34 , 2 , pp. 149 –161 .
4.
Collins M.
(2002 ) Analyzing brand image data. Marketing Research , Summer, pp. 32 –36 .
5.
Ehrenberg A.
(1975 ) Data Reduction. London & New York : Wiley.
6.
Ehrenberg A.
(1997 ) How do consumers come to buy a new brand? Admap , 32 , 3 , pp. 20 –24 .
7.
Sharp B.
,
Beal V.
, &
Collins M.
(2009 ) Television: back to the future. Journal of Advertising Research , 49 , 2 .
