Resources Library by ANA

A definition of brand equity relying on attitudes and validated by behaviour

The measurement of the "Brand Equity" is more and more requested by Manufacturers: how to evaluate at a fair price the "value" of a Brand? The present paper intends to focus on the consumer side only, the main idea being that the "value" of a Brand...

Catalogue: Seminar 1992: The Challenge Of Branding Today And In The Future?

Author: Alain Pioche

Company: Nielsen

June 15, 1992

Both sides of the coin

The number of women with a paid job in the Netherlands is growing rapidly. Of course, having a job has implications on the amount of money, time and contacts one has. But the list of topics that are affected is much larger.To study what implications...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Authors: Barbara Prassek, Judith E. J. Bloks

Company: NIPO

June 15, 1991

The $800 billion gold mine

Although marketers have historically been willing to write off consumers (and their disposable incomes) when they reached their fiftieth birthdays, the TRUE potential of this population segment has finally been recognized. The Yankelovich MONITOR,...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Albert J. Yesk

June 15, 1991

Setting the table in Italy

The following paper focuses on Italy's present relationship between food consumption patterns - and possible future developments - and shapes and objects used for laying the table. The paper is based on reflections resulting from several researches...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Author: Cristina Nava

June 15, 1991

Young europeans and tobacco

In June/July 1990 a sample survey using a single questionnaire was conducted simultaneously In all 12 Member States of the European Community to assess the attitudes and behaviour of the younger generation with regard to tobacco. The survey formed...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques-René Rabier

June 15, 1991

Duty free

This research programme was carried out with a marketing, not a technical, objective. In a situation where multinational throngs of travellers mill around together in the duty-free environment, it was imperative to find ways of directing products at...

Catalogue: Seminar 1991: The Growing Individualisation Of Consumer Lifestyles And Demand

Authors: Diana Hardie, Margaret Holmes

June 15, 1991

How should we communicate with the over 50's on health and prevention?

It was not so long ago that health was essentially understood as the absence of illness - a precious, heaven-sent gift outside of individual control. This idea - which contains an undeniable element of truth - still predominates in certain parts of...

Catalogue: Seminar 1991: The Over 50's In The 90's

Author: Margret Ziegler

June 15, 1991

Young europeans and tobacco (French)

In June/July 1990 a sample survey using a single questionnaire was conducted simultaneously In all 12 Member States of the European Community to assess the attitudes and behaviour of the younger generation with regard to tobacco. The survey formed...

Catalogue: ESOMAR Congress 1991: Marketing In A New Europe

Author: Jacques-René Rabier

June 15, 1991

The new man and his fragrance

This paper will firstly deal with a new type of man as consequence of women's liberation in the 60's and 70's. His different attitudes towards fragrance and are illustrated. An innovative psychological test method to analyse clusters of personalities...

Catalogue: Seminar 1991: Fine Fragrances And Fragrances In Consumer Products

Author: Hans-Otto Schmidt

June 15, 1991