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Research papers

Identifying the drivers of use intention for brands

The perpetual question in marketing is: What is the key to building and maintaining strong sales for a brand in an ever-changing environment? The authors propose that relevance is the key sales driver for brands while differentiation plays an...

Catalogue: Asia Pacific 2005
Authors: Shigeo Okazaki, Sean Corcoran, Satoru Sato
March 13, 2005
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Citation

Okazaki, Corcoran and Sato (2005a, March 13). Identifying the drivers of use intention for brands. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/identifying-the-drivers-of-use-intention-for-brands


Research papers

The Kabuki dilemma

Contemporary brand building is no longer a one-way street where organizations vie for consumers' trust and action, but a dynamic, interactive process of conversation between brands, consumers and other stakeholders.Branding such knowledge assets...

Catalogue: Asia Pacific 2004
Authors: Shigeo Okazaki, Sean Corcoran, Shashank Tripathi
Company: Dentsu Macromill Insight
March 28, 2004
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Citation

Okazaki, Corcoran and Tripathi (2004a, March 28). The Kabuki dilemma. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/the-kabuki-dilemma