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Research papers

Qualitative research to enhance brand loyalty for children

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Authors: Michael Cohen, Stacey Matthias
October 22, 1997
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Citation

Cohen and Matthias (1997a, October 22). Qualitative research to enhance brand loyalty for children. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/qualitative-research-to-enhance-brand-loyalty-for-children


Research papers

Brands VS stores

The complexities of differentiating between Brand and Store Loyalty are best documented in FMCG - and in particular Packaged Groceries. This paper addresses that industry but its findings are also relevant to all other product areas which involve...

Catalogue: Seminar 1989: Adding Value To Retail Offerings
Author: Greg Ward
June 15, 1989
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Citation

Ward, G. (1989a, June 15). Brands VS stores. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/brands-vs-stores


Research papers

Brand switching behaviour amongst farmers in Great Britain

This paper reviews the wide range of influences on farmers' choice of products and discusses the dynamics of brand switching for a number of product categories of relevance to the agricultural sector.It is hoped that this paper will encourage closer...

Catalogue: Seminar 1985: Agricultural Marketing Research in Europe
Author: Ian G. Catchpole
June 15, 1985
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Citation

Catchpole, I. G. (1985a, June 15). Brand switching behaviour amongst farmers in Great Britain. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/brand-switching-behaviour-amongst-farmers-in-great-britain


Research reports

Babettes

A 30- second commercial has been developed for Babettes. The research was required to test the commercial against theadvertising objectives which were: 1. To maintain and strengthen loyalty to Babettes;2. To attract users of other brands to...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
August 1, 1975
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Citation

, C. (1975a, August 01). Babettes. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/babettes


Research reports

Qualitative research on Cadets advertising

Consideration is being given to a new campaign for Cadets.The campaign as planned was to reinforce brand loyalty amongregular and occasional smokers of Cadets, communicatingthe smoking qualities as a satisfying but not strongcigarette and...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
October 3, 1972
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Citation

, C. (1972a, October 03). Qualitative research on Cadets advertising. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/qualitative-research-on-cadets-advertising


Research reports

Report on qualitative research on chewing gum

The objectives of the research reported here were:A. To examine general attitudes to chewing gum withreference to: patterns of purchase and eating;perceived differences between tablet and strip gum;role of chewing gum in sweet eating, brand...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
June 9, 1972
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Citation

, C. (1972a, June 09). Report on qualitative research on chewing gum. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/report-on-qualitative-research-on-chewing-gum


Research reports

Advertising research on a new Birds Eye Peas TV commercial

This research examined housewives' reactions to a new Birds Eye Peas TV Commercial ('Live Dangerously'). The Commercial was in the form of videotaped storyboard with a soundtrack. The objectives of the Commercial were to convince housewives that the...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
December 3, 1971
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Citation

, C. (1971a, December 03). Advertising research on a new Birds Eye Peas TV commercial. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/advertising-research-on-a-new-birds-eye-peas-tv-commercial


Research papers

An empirical approach to brand-switching

The number of people who buy two particular brands in a given time period does not depend on the brands as such but only on the numbers of people who buy each brand and on a general constant. The constant varies by product-field and by the length of...

Catalogue: Seminar 1968: Operational Research In Marketing
Authors: Gerald J. Goodhardt, Andrew S. C. Ehrenberg
November 1, 1968
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Citation

Goodhardt and Ehrenberg (1968a, November 01). An empirical approach to brand-switching. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/an-empirical-approach-to-brand-switching-585


Research papers

Pack-size rates of purchasing

The present paper describes new relationships which are in fact mostly very simple: Certain rates of buying are more or less constant across different brands and pack-sizes, and this holds for different product fields and for different lengths of...

Catalogue: ESOMAR Congress 1968
Author: Andrew S. C. Ehrenberg
June 15, 1968
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Citation

Ehrenberg, A. S. (1968a, June 15). Pack-size rates of purchasing. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/pack-size-rates-of-purchasing