Resources Library by ANA

Learning brands

Children, as children ,are significant spenders and consumers ; as prospective adults, they are the market of the future. As young consumers they are also students of the market, learning to recognize brands and associate them with products and...

Catalogue: New Monograph Series Vol.9: Researching Youth

Authors: Robert G. Wyckham, Colleen Collins Dodd

August 1, 2000

Facing the future

This authors of this paper argue that brand leadership is not about reacting but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national brands embrace the challenge to become global...

Catalogue: ESOMAR Congress 1999: The Race For Innovation

Author: Richard Pike

September 1, 1999

Revue Française du Marketing 1999 (N. 172)

Ce numéro spécial consacré au parrainage sportif prend encompte cette double perspective sociétale d'abord et managérialeensuite. Il existe au moins deux manières de cerner le concept de parrainage sportif. La...

Catalogue: ADETEM: Revue Française du Marketing

Author: ADETEM

Company: ADETEM

February 1, 1999

An experimental cross cultural study in Russia and Spain

If we say that a certain brand may represent the values and lifestyle of an individual or a group of consumers why not extend this idea to include all the brands perceived by society? This paper presents and discusses the findings of an experimental...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Yuri Poletaev, Dimitri Schmitow

September 1, 1998

Perceptual discrepancies

Who among different groups of employees and customers is holding which views about a company and could the fact that they are holding different views be explained by any possible contextual variables? The results from a case study reveal that type...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Harald Djupvik, Gunnhild Bodding

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

Linking brand imagery with preference

This paper discusses the relevance of brand image measurement to the current marketing role, and the importance of perfecting suitable measures and analysis procedures for different markets. It is argued that many of the conventional approaches can...

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

Author: Rory P. Morgan

June 15, 1998

Learning brands

The process of brand learning begins when children are very young. Brand recognition is the first step in a hierarchy that may lead ultimately to purchase. What children are exposed to in the marketplace as they grow and learn may play an important...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Robert G. Wyckham, Colleen Collins-Dodd

October 22, 1997

Music in advertising

This paper examines the creativity of music and its effectiveness in advertising using information from a large database of ad pre-testing as well as case histories to illustrate the effects in more detaU. Music works ‘episodically’ to...

Catalogue: ESOMAR Congress 1997: Learning From The Future

Authors: Alan Branthwaite, Rosi Ware

Company: KANTAR TNS Malaysia

September 1, 1997