Resources Library by ANA

Keep your hands off my wallet until you get into my life

This paper is devoted to exploring the range of ethnographic techniques.In particular, it shows their capacity to penetrate the inner space ofrelationships between consumers, their mindsets and brands.The ethnographic approach is a way to gain a deep...

Catalogue: ESOMAR Worldwide Advertising Conference 2000

Authors: Cecília Russo, Jaime Troiano

November 1, 2000

Beyond post-perestroika Russia and post-communism Eastern Europe

The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations,...

Catalogue: New Monograph Series Vol.8: International Marketing Research

Authors: Rupert K. Tower, Peter Cooper

September 1, 1999

Measuring the true value of brands

This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Julie Bevan, Trevor Richards

September 1, 1998

Asian youth and implications for marketing strategies

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth...

Catalogue: Asia Pacific Conference 1998: Marketing in Asia- Meeting The New Challenges

Authors: Mariko Yasue, Gu Xiang Wen

Company: Dentsu Macromill Insight

June 15, 1998

Laddering

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called “laddering” to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Author: Ana Helena Meirelles Reis

June 15, 1997

The implementation of L-O-V in Venezuela

This paper demonstrates the applicability of the L-O-V (List of Values) in Venezuela as a means of consumer classification, as well as the steps taken for its adaptation to the local context. To test initial applicability within the marketing...

Catalogue: Latin America 1997: The Dynamics Of Change In Latin America

Authors: Susana Arreaza, James Baskin, Gilbert Bergna, Orlando Riebman

Company: StatMark Group, S.A.

June 15, 1997

Value dimensions

Since the late 1970s, there has been a growing interest in using value dimensions for the explanation of consumer behaviour. The present paper discusses these applications. The communication of findings and problems of maintaining stability in the...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Are Kvaerk, Flemming Hansen

Company: KANTAR TNS Malaysia

September 1, 1996

Consumer life-style and ethnocentrism

The objective of this paper is to investigate ethnocentric behavior of Azerbaijani and Kyrgyz consumers. Data for the study were collected through personal interviews in four districts of Bishkek-the capital city of Kyrgyzstan and Baku of Azerbaijan....

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Authors: Erdener Kaynak, Ali Kara

September 1, 1996

Marketing myopia revisited

The paper represents some of the core concepts first put forward by Theodore Levitt in his epochal paper titled Marketing Myopia linking failure of leadership and decline of industry. Using those concepts, this paper tries to profile the response of...

Catalogue: MENAP Forum 1996: Pressure On Profit

Author: Dhananjayan Kashyap

Company: Unilever

March 1, 1996