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Research papers

A holistic approach to the measurement of WOM

An holistic approach to the measurement of WOM and its impact on consumer's decisions.There is a growing recognition of the power of word of mouth. Join us for a stimulating session in which we'll share results from new research that takes a unique,...

Catalogue: WM3 2009: Change Is In The Air...
Authors: Edward B. Keller, Barak Libai
Company: Engagement Labs
May 7, 2009
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Citation

Keller and Libai (2009a, May 07). A holistic approach to the measurement of WOM. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/a-holistic-approach-to-the-measurement-of-wom


Research papers

Changing equity of brand labels: The U.S. perspective

This paper provides a perspective on private labels in the United States. The growing deal-mindedness of American consumers as well as a surge in their aspirations may result in another leap forward for private labels.

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Author: Edward B. Keller
September 14, 2003
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Citation

Keller, E. B. (2003a, September 14). Changing equity of brand labels: The U.S. perspective. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/changing-equity-of-brand-labels-


Case studies

Researching hard to reach audiences

This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Gunilla C. Broadbent, Edward B. Keller
June 15, 1988
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Citation

Broadbent and Keller (1988a, June 15). Researching hard to reach audiences. ANA - ESOMAR. Retrieved December 07, 2023, from


https://ana.esomar.org/documents/researching-hard-to-reach-audiences