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Research papers

The new generation of brand research

This presentation addresses two critical issues that are central to the successful measurement of brands and brand equity. First, a new framework for measuring brand equity is presented, combining Mind Power (the strength of the brand in the consumer...

Catalogue: Asia Pacific 2006
Authors: Rosie Hawkins, Shobha Subramanian
Company: KANTAR TNS Malaysia
March 19, 2006
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Citation

Hawkins and Subramanian (2006a, March 19). The new generation of brand research. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-new-generation-of-brand-research


Research papers

Sniff tests

This paper examines the efficiency of the Bradley-Terry methodology in conducting fragrance evaluation in the context of a highly heterogeneous market; a market with varied socio-cultural behaviour. It further proposes a theoretical framework which...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Authors: Atul Sinha, Shobha Subramanian, Manjunath Desai
December 1, 1996
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Citation

Sinha, Subramanian and Desai (1996a, December 01). Sniff tests. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/sniff-tests