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Research papers

Brand preference in adolescence - Brand loyalty as adults?

Trying an outlook, this clearly indicates, that it is very much worthwhile to communicate with adolescents as well as with adults, because this is on every promising way to ensure a goods hare of the market for the future by investing in the future...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Astrid V. Middelmann-Motz, Brigitte Melzer-Lena
August 1, 2000

Research papers

Research among children

This chapter is intended to help understand the intricacies of what market research in the specific population of children and youth means and implies, and to give guidance in choosing and applying appropriate research techniques.

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Authors: Brigitte Melzer-Lena, Astrid V. Middelmann-Motz
September 1, 1998

Research papers

The importance of brand preference in adolescence for brand loyalty later on

How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Brigitte Melzer, Astrid V. Middelmann-Motz
June 15, 1984