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Research papers

Cinema versus television

This paper presents two studies on intermedia comparison between cinema and television. Research compared overall recall, recall of details - both of sound and image - acceptation and refusal, credibility and the variations of brand image concerning...

Catalogue: Seminar 1976: Beyond Vehicle Audiences
Author: Louis Marton
March 1, 1976
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Citation

Marton, L. (1976a, March 01). Cinema versus television. ANA - ESOMAR. Retrieved September 16, 2024, from


https://ana.esomar.org/documents/cinema-versus-television


Research papers

Changing the brand image

This paper proposes to reconsider the attitude of marketing researchers on brand image. Two examples are put forward, both of them concern transportation. The brand image of automotive products is determined, apart from the "objective” knowledge...

Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Louis Marton
August 1, 1975
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Citation

Marton, L. (1975a, August 01). Changing the brand image. ANA - ESOMAR. Retrieved September 16, 2024, from


https://ana.esomar.org/documents/changing-the-brand-image