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Research papers

Brand evaluation in a cross-cultural context

This paper addresses the widely debated topic of ‘cross-national convergence’ in consumer attitudes and behaviour with respect to global brands. The study is based on a survey of nationally representative samples of the adult population in...

Catalogue: Seminar 1996: The Big Brand Challenge
Authors: Daniel Weber, Christine Woesler de Panafieu
June 15, 1996
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Citation

Weber and de Panafieu (1996a, June 15). Brand evaluation in a cross-cultural context. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/brand-evaluation-in-a-cross-cultural-context


Research papers

Marketing in East Germany

The East German population is characterised by five main patterns : 1. Unique situation in Europe : A German-latin cocktail 2. A modem social society in transition towards a consumer society 3. Heritage of socialism : social commitment 4. Socialist...

Catalogue: Conference 1991: International Marketing Research
Author: Christine Woesler de Panafieu
June 15, 1991
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Citation

de Panafieu, C. W. (1991a, June 15). Marketing in East Germany. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-in-east-germany