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Research papers

Linking brand imagery with preference

This paper discusses the relevance of brand image measurement to the current marketing role, and the importance of perfecting suitable measures and analysis procedures for different markets. It is argued that many of the conventional approaches can...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Author: Rory P. Morgan
June 15, 1998
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Citation

Morgan, R. P. (1998a, June 15). Linking brand imagery with preference. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/linking-brand-imagery-with-preference


Research papers

Brand share wars

A common theme across international markets is increasing brand competitiveness. The share wars between giant global brands, such as Coke and Pepsi, are well-publicised but, in all markets, researchers are being asked by clients to provide data with...

Catalogue: Asia Pacific Conference 1996: Marketing In Asia
Author: John Archer
November 1, 1996
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Citation

Archer, J. (1996a, November 01). Brand share wars . ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/brand-share-wars-


Research papers

Image and soul

Our paper discusses the importance of image in the automobile industry. It begins by ascertaining how much money manufacturers typically spend in advertising, then other related communications disciplines. It is a substantial amount. We proceed to a...

Catalogue: International Automotive Marketing Conference 1994
Author: Philippe H. Defechereux
June 15, 1994
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Citation

Defechereux, P. H. (1994a, June 15). Image and soul. ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/image-and-soul


Magazines

Marketing and Research Today (May 1993)

The concept of the brand is central to marketing and research and muchresearch work is concerned with understanding brands and their value. However, experience shows that the concept of a brand varies between different cultures and changes over time....

Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
May 1, 1993
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Citation

B.V., E. (1993a, May 01). Marketing and Research Today (May 1993). ANA - ESOMAR. Retrieved May 24, 2024, from


https://ana.esomar.org/documents/marketing-and-research-today-may-1993-