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Research papers

CEOs have emotions too!

A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a positioning that is meaningful the world over...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Anna Ritchie, Sharon Dimoldenberg
October 28, 2001
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Citation

Ritchie and Dimoldenberg (2001a, October 28). CEOs have emotions too!. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/ceos-have-emotions-too-


Research papers

Consumer cognitions

This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: Susan Baker
December 1, 1996
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Citation

Baker, S. (1996a, December 01). Consumer cognitions. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/consumer-cognitions


Research papers

Image management

The laddering technique is specifically designed to understand the way in which product images are constructed. The technique involves establishing the link between product attributes, their consequences for the consumer and the personal values...

Catalogue: ESOMAR Congress 1988
Author: Jeanne Steward
Company: qed Ltd.
September 1, 1988
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Citation

Steward, J. (1988a, September 01). Image management. ANA - ESOMAR. Retrieved December 10, 2023, from


https://ana.esomar.org/documents/image-management