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Research papers

Brand research

This story begins to indicate how brands work, and why the brand has become such a central concept in marketing. The brand name, or mark, is at its simplest a badge of origin. In most societies this identification is protected by trademark law. The...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Feldwick
September 1, 1998
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Citation

Feldwick, P. (1998a, September 01). Brand research. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/brand-research


Research papers

Re-establishing the bond of brands and advertising with consumers

Spanish consumers and manufacturers are showing signs of a mismatch regarding needs and expectations from brands and advertising. During the spring of 1971 Inner Research conducted research applying a qualitative methodology to the brand issue....

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Adolfo Estrella Cabrera, Enrique Domingo de Bias
June 15, 1998
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Citation

Cabrera and de Bias (1998a, June 15). Re-establishing the bond of brands and advertising with consumers. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/re-establishing-the-bond-of-brands-and-advertising-with-consumers


Research papers

Product quality

The case presented here is that of Glenfiddich, a single malt scotch whisky. The production of Glenfiddich dates back to 1887. The brand has been introduced to number of markets outside its home market - Scotland - in the last thirty years. Four of...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Miriam Comber, Sally Gordon
June 15, 1998
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Citation

Comber and Gordon (1998a, June 15). Product quality . ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/product-quality-


Research papers

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Allan Baldinger, Charles llsley
June 15, 1998
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Citation

Baldinger and llsley (1998a, June 15). Managing brand health through the marriage of attitudes and behaviour. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/managing-brand-health-through-the-marriage-of-attitudes-and-behaviour


Research papers

Capturing the elusive brand

This paper looks at the changing environment of brand research and assesses the implications for exploring brand equity quantitatively within the context of brands of similar status outside the immediate product area within the retail environment...

Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Mary Short, Sarah O'Brien
June 15, 1998
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Citation

Short and O'Brien (1998a, June 15). Capturing the elusive brand. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/capturing-the-elusive-brand


Research papers

The measurement of commitment

This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Butch Rice, Jan Hofmeyr
June 15, 1998
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Citation

Rice and Hofmeyr (1998a, June 15). The measurement of commitment . ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/the-measurement-of-commitment-


Research papers

Learning brands

The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase. What children are exposed to in the marketplace as they grow and learn may play an important...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Robert G. Wyckham, Colleen Collins-Dodd
October 22, 1997
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Citation

Wyckham and Collins-Dodd (1997a, October 22). Learning brands. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/learning-brands


Research papers

Customer segmentation for the automobile market

We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation is based before describing the methodology. The...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Gerard Yahiaoui, Pierre Da Silva Dias, Marie de Saint Blancard
September 1, 1997
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Citation

Yahiaoui, Da Silva Dias and de Saint Blancard (1997a, September 01). Customer segmentation for the automobile market . ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/customer-segmentation-for-the-automobile-market-


Research papers

Fitting international brands for consumers

In our complex and changing world, models which can help guide our marketing processes and thinking are extremely valuable. We consider here the application of a recently developed model to the management of transnational brands and the development...

Catalogue: ESOMAR/ARF/JMA Conference 1997: Fit for the global future?
Authors: Sheila Byfield, Linda Caller
June 15, 1997
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Citation

Byfield and Caller (1997a, June 15). Fitting international brands for consumers. ANA - ESOMAR. Retrieved September 22, 2024, from


https://ana.esomar.org/documents/fitting-international-brands-for-consumers