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Predicting brand decisions through emotional engagement

Date of publication: September 18, 2011

Catalogue: Congress 2011: Impact

Companies: , Heineken

Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising

Abstract:

This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.

Rafal Ohme

Author

This is a long description of some author details.

Cristina De Balanzó

Author

This is a long description of some author details.

Henk Eising

Author

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Ohme, De Balanzó and Eising (2011a, September 18). Predicting brand decisions through emotional engagement. ANA - ESOMAR. Retrieved June 30, 2025, from


https://ana.esomar.org/documents/engagement-of-the-future