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Videos

Nothing to Fear but Fear Itself

Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to...

Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
October 1, 2024
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Citation

Narayanan and Prasad (2024a, October 01). Nothing to Fear but Fear Itself. ANA - ESOMAR. Retrieved December 13, 2025, from


https://ana.esomar.org/documents/nothing-to-fear-but-fear-itself-12633


Research reports

Qualitative research on Revels

The general objectives of this research were to examineconsumer usage, motivations, and attitudes towards Revels.The brand has been performing well, and research was required in order to understand the reasons underlying its success. About this...

Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
July 1, 1972
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Citation

, C. (1972a, July 01). Qualitative research on Revels. ANA - ESOMAR. Retrieved December 13, 2025, from


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


Research papers

Intentions-to-buy and claimed brand-usage

This paper concerns the relationship between consumers' expressed Intentions-to-buy different brands in a product-field and their claimed brand- Usage. The results also indicate the extent to which expressed Intentions-to-buy appear to reflect...

Catalogue: ESOMAR/WAPOR Conference 1965
Authors: Andrew S. C. Ehrenberg, Michael Bird
June 15, 1965
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Citation

Ehrenberg and Bird (1965a, June 15). Intentions-to-buy and claimed brand-usage. ANA - ESOMAR. Retrieved December 13, 2025, from


https://ana.esomar.org/documents/intentions-to-buy-and-claimed-brand-usage


Research papers

Nothing to Fear but Fear Itself

Mountain Dew is an iconic brand and one of the best-selling brands of carbonated soft drinks (CSD) in India. The brand is positioned on the concept of "courage" with the tagline Dar Ke Aage Jeet Hai (Beyond Fear Lies Victory), which has grown to...

Catalogue: Congress 2024
Authors: Ramasubramanian Narayanan, Shobha Prasad
Company: PepsiCo
January 1, 1970
×

Citation

Narayanan and Prasad (1970a, January 01). Nothing to Fear but Fear Itself. ANA - ESOMAR. Retrieved December 13, 2025, from


https://ana.esomar.org/documents/nothing-to-fear-but-fear-itself