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Research papers

The 2003 MTV influential moviegoers study

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process.It demonstrates that young adults, and MTV viewers in particular, are...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Elaine Nefsky, Matt Catapano, Mike Garrison
Company: Viacom International Media Networks
October 10, 2004
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Citation

Nefsky, Catapano and Garrison (2004a, October 10). The 2003 MTV influential moviegoers study. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-2003-mtv-influential-moviegoers-study


Research papers

Has the price change impacted consumer loyalty?

This paper describes the consumer behaviour in the cola market. The consumer's reaction to price changes was the goal of the research study.Based on eight hypothetical buying situations represented by offering the same brands of cola drinks at...

Catalogue: ESOMAR Conference on Marketing 2004
Author: Vojtech Spacil
October 10, 2004
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Citation

Spacil, V. (2004a, October 10). Has the price change impacted consumer loyalty?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/has-the-price-change-impacted-consumer-loyalty-


Research papers

Means-end chains analysis online

Means-end chain analysis has gained a lot of popularity in recent years both in academic research and in practice. However, the approach has also met quite some criticism, both at the theoretical and at the methodological level.This paper contributes...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Morten Schroder, Suzanne Beckmann
Company: Wilke Research
October 10, 2004
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Citation

Schroder and Beckmann (2004a, October 10). Means-end chains analysis online. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/means-end-chains-analysis-online


Research papers

How to measure the asymmetric relationship between attribute-level performance and overall satisfaction?

Measuring the asymmetric impact of attributes on overall satisfaction is a research topic of growing interest. The objective of this paper is to compare the predictive validity of five methods. A two-step methodology is used.First, using the Delphi...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Daniel Ray, David Gotteland, Vanessa Casacci
October 10, 2004
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Citation

Ray, Gotteland and Casacci (2004a, October 10). How to measure the asymmetric relationship between attribute-level performance and overall satisfaction?. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-to-measure-the-asymmetric-relationship-between-attribute-level-performance-and-overall-satisfaction-


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 April 28, 2024, from


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