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Research papers

What the buzz?!!

Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Annette Druce, Kristin Hickey
Company: Ruby Cha Cha
September 15, 2010
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Citation

Druce and Hickey (2010a, September 15). What the buzz?!!. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/what-the-buzz-