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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 June 06, 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 June 06, 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 June 06, 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 June 06, 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 June 06, 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 June 06, 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 June 06, 2024, from


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


Research papers

Strategic capital of brands within the new international and Latin American scenario (Spanish)

The brands are assets strategic yet usually wrong evaluated. The validity from the big brands yet Many years after from the disappearance from the products physical what they designated check what the brands "Pay" the investment Applied in they....

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alberto Wilensky
June 15, 1997
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Citation

Wilensky, A. (1997a, June 15). Strategic capital of brands within the new international and Latin American scenario (Spanish). ANA - ESOMAR. Retrieved June 06, 2024, from


https://ana.esomar.org/documents/strategic-capital-of-brands-within-the-new-international-and-latin-american-scenario-spanish-


Research papers

Strategic capital of brands within the new international and Latin American scenario

Brands are strategic assets which have not yet been properly assessed. The fact that important brands continue being in vogue for many years even after the physical product they designated has disappeared from the market is an evidence that brands...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America
Author: Alberto Wilensky
May 1, 1997
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Citation

Wilensky, A. (1997a, May 01). Strategic capital of brands within the new international and Latin American scenario. ANA - ESOMAR. Retrieved June 06, 2024, from


https://ana.esomar.org/documents/strategic-capital-of-brands-within-the-new-international-and-latin-american-scenario