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Research papers

Brand personality research goes online

Brand personality, initially explored by J. Plummer (1985) and later studied by J. Aaker (1997), is an idea that brands have 'personalities' or a set of human characteristics associated or linked with a brand in many people's minds.It reflects how...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Joseph Plummer, Ping-yi Lee
October 10, 2004
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Citation

Plummer and Lee (2004a, October 10). Brand personality research goes online. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/brand-personality-research-goes-online


Research papers

Do you know what's driving your brand?

One of the on-going frustrations marketers have expressed about brand tracking research is 'given these results, what action should I take?' In part, this frustration stems from the inability to predict behavior from attitudes and perceptions, but it...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Joseph Plummer, J. David Phillips
Company: Microsoft
June 18, 2003
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Citation

Plummer and Phillips (2003a, June 18). Do you know what's driving your brand? . ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/do-you-know-what-s-driving-your-brand-


Research papers

Perspectives on the new product development process

Productivity and success in the new product area could be vastly improved through increased concentration and thinking in the early stage planning phase; particularly, in terms of defining the strategic role of the new product, identifying and...

Catalogue: Seminar 1983: New Product Development
Author: Joseph Plummer
November 2, 1983
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Citation

Plummer, J. (1983a, November 02). Perspectives on the new product development process. ANA - ESOMAR. Retrieved December 02, 2023, from


https://ana.esomar.org/documents/perspectives-on-the-new-product-development-process