Resources Library by ANA

Brand evaluation in a cross-cultural context

This paper addresses the widely debated topic of ‘cross-national convergence’ in consumer attitudes and behaviour with respect to global brands. The study is based on a survey of nationally representative samples of the adult population in...

Catalogue: Seminar 1996: The Big Brand Challenge

Authors: Daniel Weber, Christine Woesler de Panafieu

June 15, 1996

Researching the future of communications in the UK

The social and technological changes which are under way in Britain, as in most developed countries, have direct implications for commerce and government. The increasing ease of access to new information technologies may well lead to radically...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Michael Svennevig, David E. Morrison, Sheila Byfield, Robert Towler

June 15, 1996

You've never had it so bad?

This paper examines the ways in which recent experience of various forms of economic adversity during the recession of the 1990's has impacted upon consumer behaviour and attitudes towards financial organisations. The results of this assessment have...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Authors: Crispian Tarrant, Ian Stevens

May 1, 1996

A consumer-oriented approach to the marketing of food products

There is a growing recognition that successful marketing of food products should take the consumer, the ultimate judge in the market, as point of departure. This will allow producers to add value to their products while consumer needs will be more...

Catalogue: Seminar 1996: European Agri-Business Under Pressure

Authors: Anke Audenaert, Jan-Benedict Steenkamp

February 1, 1996

The meaning of colour on packaging

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical...

Catalogue: ESOMAR Congress 1995: Making The Decision

Authors: Jetty M. M. Plasschaert, Marlies Wilms

Company: PQR-Research

September 1, 1995

How consumers assess the value of advertising

This presentation proposes that advertising be evaluated in terms of its perceived value to consumers. The discussion is divided into four sections. In the first, some notions about consumer behavior that form the rudiments of a theoretical...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions

Author: Robert H. Ducoffe

June 15, 1995

Neural patterns

Two factors are necessary for a method to be useful in a variety of country settings. An analysis technique to understand information available is required that is robust and not constrained. And, data of a comparable format and scope of measurement...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Author: Bruce Grey Tedesco

June 15, 1995

From consumer marketing to modal marketing

This paper sets out for practitioners the various options for conducting the basic task of marketers and planners - that of defining the market. We provide specific examples of a particular technique - mode analysis - which we find useful and...

Catalogue: ESOMAR/JMA/ARF Conference 1995: Triad 2000

Authors: Jon Francis, Nina Davidson

June 15, 1995

Environmental concern communication strategy and consumer behaviour

Companies are increasingly devoting more attention to environmental issues and using them in their communications efforts. This trend is much more clear in the international context, but firms in developing countries are also starting to explore the...

Catalogue: Latin America 1995: Trends And Tools For Business Decisions

Authors: Armando Leite Ferreira, Paulo Ribeiro Daltro-Santos

May 1, 1995