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Research papers

Moving Perceptions = More Revenue

How many times have you wondered whether you are pushing the right perception for an advertisingcampaign? Or how moving the hearts and minds of customers connects to ROI? These questions are difficultto answer and even more difficult to tie to actual...

Catalogue: Congress 2022: 75th Anniversary
Authors: Caroline Iurillo, Megan Lau
Company: Microsoft
September 23, 2022

Research papers

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Louis Marton
August 1, 1975

Research papers

The sound of silence (Portuguese)

This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth...

Catalogue: Latin America 2001
Authors: Jaime Troiano, Walter Costa, Sérgio Guardado
May 1, 2001

Research papers

From pillage to association (Spanish)

This paper examines the recent changes with respect to Spain’s image in Latin America, related to its prominent position as foreign investor in the region. The interest of this topic lies in several aspects. The first is macroeconomic and...

Catalogue: Latin America 2001
Authors: Gastón Martínez Heres, Paulo Carramenha
May 1, 2001

Research papers

Evaluating advertising campaigns

Nestle is strongly concerned with making right decisions about budgets, media and advertising strategies, and, consequently, with monitoring its campaigns. Nestle has been tracking some parameters, generally supposed to be connected with the way...

Catalogue: AMA/ESOMAR Conference 1981: From Advertising To Communication Research
Authors: Marc Vincent, José-Maria Riera Vidal
Company: Nestlé
June 15, 1981

Research papers

The international approach of Laura Ashley

The major objective of this paper is to provide an indication as to the manner in which an internationally successful brand retailer views its approach to the expansion of its image and trading base in the international market place. The Laura Ashley...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Mark L. Bunce
June 15, 1989

Research papers

Validity of consumer predicting variables used in marketing research (Spanish)

This paper presents the main findings obtained through a longitudinal study on housewives. Its main goal is to establish the predictive capacity of interbrand consumption that offers a series of variables or measuring instruments which have been...

Catalogue: ESOMAR Congress 1992: The Race Against Expectations
Authors: Jose Luis Leon, Elena Olabarri
September 1, 1992

Research papers

A beer tasting experiment

The objective of this article is to contribute to throw some more light on the following questions: 1. Are consumers able to discriminate among different brands of a product (in this particular case, beer) when the brands are not identified?; 2 ....

Catalogue: The European Marketing Research Review 1970
Author: Jokan Arndt
June 15, 1970

Research papers

The map is not the territory

On April 2,1993, "Marlboro Friday" made the marketing world suddenly sit up and realize: BRANDS WERE DYING. What had gone wrong? This paper suggests an answer. The soldiers of the marketing wars, using marketing research as crutches, have splintered...

Catalogue: Seminar 1994: Building Successful Brands
Author: Philippe Boutié
June 15, 1994