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Research papers

The myth of the invincible global brand

Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently,...

Catalogue: Latin America 2008
Authors: Jorge Alagon, Nigel Hollis
Company: KANTAR TNS Malaysia
May 13, 2008
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Citation

Alagon and Hollis (2008a, May 13). The myth of the invincible global brand. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/the-myth-of-the-invincible-global-brand


Research papers

Once gotten, not forgotten

Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product...

Catalogue: Latin America 2008
Author: Lidia Oie Jiques
Company: Ipsos MRBI
May 13, 2008
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Citation

Jiques, L. O. (2008a, May 13). Once gotten, not forgotten. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/once-gotten-not-forgotten


Research papers

Internet on wheels

The e-commerce Industry has been increasing at a steady pace worldwide for the past 5 years. However, in emerging markets its relevance and accelerated growth has just started in the past 1 to 2 years and it will continue to grow as internet...

Catalogue: Latin America 2008
Authors: Ivan Casas, Gonzalo Peña, Guilherme Caldas de Castro
May 13, 2008
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Citation

Casas, Peña and Caldas de Castro (2008a, May 13). Internet on wheels. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/internet-on-wheels


Research papers

An ocean of brands

As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are. Brands with a strong emotional link will be at the top of its...

Catalogue: Latin America 2008
Authors: Laura Ruvalcaba, Deborah Elkes
May 13, 2008
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Citation

Ruvalcaba and Elkes (2008a, May 13). An ocean of brands. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/an-ocean-of-brands


Research papers

Neurosemiotics

Recently neuroscience began to study the effect of brands and all that is involved with them through different structures and systems of our organism. neuroscience tries to understand what happens physically when we relate with a product, a logo or...

Catalogue: Latin America 2008
Authors: Carlos de Leon, Gabriela de la Riva, Oscar Cue, Rocio Ordonana, Alice Garreti, Monica Moctezuma, Mariana Ramirez-Degollado
Company: De La Riva Group
May 13, 2008
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Citation

de Leon et al. (2008a, May 13). Neurosemiotics. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/neurosemiotics


Research papers

The secrets of neuromarketing

Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical...

Catalogue: Latin America 2008
Authors: Alejandra Ruiz-Contreras, Javier Cervantes, Oscar Prospero-Garcia, Philipp Hillenbrand
May 13, 2008
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Citation

Ruiz-Contreras, Cervantes, Prospero-Garcia and Hillenbrand (2008a, May 13). The secrets of neuromarketing. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/the-secrets-of-neuromarketing


Research papers

Bridging market paradoxes

Living in a glo-cal culture isn't easy: major trends and local particularities converge, collide and finally merge in a sort of cultural mash, which has both to be dissected into its particularities and understood as a whole in the quest for consumer...

Catalogue: Latin America 2008
Author: Saul Feldman
May 13, 2008
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Citation

Feldman, S. (2008a, May 13). Bridging market paradoxes. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/bridging-market-paradoxes


Research papers

No Latin love

The presentation comprises an analysis of Latin Americans' points of view regarding the globalization process. It presents the Latin American mixed feelings towards this process, focusing three dimensions: political, economical and cultural. Based...

Catalogue: Latin America 2008
Author: Constanza Cilley
Company: KANTAR TNS Malaysia
May 13, 2008
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Citation

Cilley, C. (2008a, May 13). No Latin love. ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/no-latin-love


Magazines

Research World (May 2008)

To be a media planner today must be one of the most stressful jobs in the business world. Confronted with a tsunami of change in the ways in which people consume media - and indeed live their lives wrapped up in different and new media environments...

Catalogue: Research World 2008
Author: ESOMAR B.V.
May 1, 2008
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Citation

B.V., E. (2008a, May 01). Research World (May 2008). ANA - ESOMAR. Retrieved April 10, 2026, from


https://ana.esomar.org/documents/research-world-may-2008-