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Research papers

The scope method

To whom do brands belong nowadays? Without a doubt, organizations have legal rights over brands, but the stewardship of the brand's destiny does not depend exclusively on the organization's will any longer: consumers and non-consumers - ultimately,...

Catalogue: Latin America 2015: Carnival of Insights
Authors: Camila Holpert, Claudia Furniel
June 15, 2015
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Citation

Holpert and Furniel (2015a, June 15). The scope method. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/the-scope-method


Research papers

Evaluating the use of banner advertising in strengthening brand relationship

This paper studies the role of online advertising’s most popular tool – the banner advertisement – in the brand-building task. The paper seeks to examine whether banners are able to communicate brand values concomitant to which banners...

Catalogue: ESOMAR Conference Worldwide Online Measurement 2001
Author: Kartikeya Kompella
June 1, 2001
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Citation

Kompella, K. (2001a, June 01). Evaluating the use of banner advertising in strengthening brand relationship. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-the-use-of-banner-advertising-in-strengthening-brand-relationship


Research papers

Build strong brands and develop communications

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks and limitation of this approach. In particular, it...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Authors: Michael O'Donohue, Tamsin Addison
Company: McKinsey & Company
November 1, 2000
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Citation

O'Donohue and Addison (2000a, November 01). Build strong brands and develop communications . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/build-strong-brands-and-develop-communications-


Research papers

Examining the relationship between ethnic affinity and brand

This paper deals with the relationship between two issues: ethnicity and its impact on everyday life; and the relationship of brand affinity to perceived ethnic origins. The fieldwork was conducted by means of an Internet survey and the results are...

Catalogue: Ethnic Marketing 2000
Authors: Neal M. Burns, Martha G. Russell
July 1, 2000
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Citation

Burns and Russell (2000a, July 01). Examining the relationship between ethnic affinity and brand. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/examining-the-relationship-between-ethnic-affinity-and-brand