Resources Library by ANA

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

A holistic approach to customer loyalty research

This presentation describes a case study conducted for Microsoft Denmark in 2002.The aim of the presentation is to describe the fruitfulness of involving internal relations of the client company when working with customer satisfaction, thus obtaining...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003

Authors: Lars Bo Anderson, Christian Agger

Companies: Microsoft, Ulveman Explorative A/S

January 1, 2000

Through the eyes of children

This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina Brazil and Mexico by Nickelodeon Just Kid Inc. and Research International. The study was designed to provide...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Bruce Friend, Mark Stapylton-Smith

Company: Viacom International Media Networks

June 15, 1999

Subscriber loyalty measurement and management throughout Latin America

This paper describes a subscriber loyalty measurement and management program jointly developed by Galaxy Latin America and the Burke which encompasses varied national regional and language differences while addressing the indicators that are...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Authors: Cary J. Nadel, Sandro Mesquita

Company: Burke, Inc.

June 15, 1999

Customer satisfaction research

All over the world, customer satisfaction has been recognised as an important subject to increase customer loyalty and retention. In each country or culture with freedom of decision customer satisfaction is closely connected with customer loyalty and...

Catalogue: ESOMAR Handbook Of Market And Opinion Research

Authors: Christian Hothum, Susanne Spintig

September 1, 1998

Brand loyalty and equity

Loyal buyers are direct contributors to brand equity. As brand image can explain the reasons for strong brand equity with choice modelling, so can it explain the reasons for the 'superpreference' exhibited by the loyal subgroup. Not only do...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Ian D. Greig

June 15, 1998

Managing brand health through the marriage of attitudes and behaviour

This paper describes the work used to develop and validate the BrandBuilder loyalty model. Evidence of the usefulness and validity of three measures of loyalty will be presented: -1 behaviourally-based measures of loyalty to the brand; -2...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Allan Baldinger, Charles llsley

June 15, 1998

Targeting the lower end of the pyramid

This paper aims to understand the low income consumers in Egypt and give indicators to marketers on how to build brand loyalty and long-term and sustainable equity among them. The results are based on quantitative interviews and focus group...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Author: B. Satya Prakash

June 15, 1998

Cinderella and the pumpkin

This paper is about the main factors that determine a brand’s long-term value, factors that enable them not only to constantly extend their market share, but also to strengthen consumer loyalty and to generate price premiums, thus increasing...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Jean-Paul Frappa, Dominique Saint-Paul

Company: KANTAR TNS Malaysia

September 1, 1997