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Emotional Brand Fit

Emotional Brand Fit

Emotional Brand Fit

The Emotional Brand Fit (EBF) approach is a methodology developed by SAM which allows the quantification of the emotional response to products and emotional fit to brands. Using representations such as pictures, the EBF approach gives us access to consumers’ unconscious feelings. Through comprehensive analysis, and detailed product and brand emotional mapping, key questions can be answered, such as whether the emotional response to the product is consistent with the emotional response to the brand.
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