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Research papers

What the eyes don't see, the heart can't feel!

Iconic brands like Starbucks and Apple were built on belief and one needs to see, in order to believe. An understanding of the vast changes in India should offer ideas for innovative new brands but it's often a lot of the same versus anything new...

Catalogue: Asia Pacific 2013: Asia On The Move
Author: Kartikeya Kompella
April 7, 2013
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Citation

Kompella, K. (2013a, April 07). What the eyes don't see, the heart can't feel!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/what-the-eyes-don-t-see-the-heart-can-t-feel-


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