As an introduction to the UK Car Buyer Brand Perceptions 2011 study we launched in September, lead analyst Robert Macnab has prepared a White Paper on the thinking behind the report’s emphasis on defining consumers’ brand perceptions in terms of Consumer Involvement Theory, or CIT. Much has been written about this quite commonsense perspective on what drives different types of consumer to consider brands and models with different types of appeal; namely, how they combine elements of emotional involvement and rational decision-making.

In this free white paper download, Robert brings a crystal-clear explanation of the theory to bear on how our study’s consumer sample perceives today’s car brands, to show some of the value of this study to brand managers, marketers and advertising creatives.

You can also download from this site a recording of our recent webinar presentation on the study, besides sample pages and full contents details.

Download Presentation Slides

Watch car brands webinar presentation
Download car brands report