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Research papers

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006
Authors: Kirsti Lindberg-Repo, Richard Brookes
February 27, 2006
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Citation

Lindberg-Repo and Brookes (2006a, February 27). Customers and brands. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/customers-and-brands


Research papers

Brand intelligence

This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive...

Catalogue: Automotive 2006
Authors: Alexandra Stein, Wolfgang Breyer
Companies: GfK, BMW Group
February 27, 2006
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Citation

Stein and Breyer (2006a, February 27). Brand intelligence. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-intelligence


Research papers

Understanding the path to purchase

The fast pace of today's automotive market and the many influences on consumer choice require manufacturers and dealers to understand and take actions quickly to reflect changes in consumer preferences.This paper discusses a new model and method of...

Catalogue: Automotive 2006
Authors: Andrew Dye, Michael Mills, Tina Katsinikas, Nicole Tarkar
Company: Nielsen
February 27, 2006
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Citation

Dye, Mills, Katsinikas and Tarkar (2006a, February 27). Understanding the path to purchase. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-the-path-to-purchase