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Research papers

From perception to experience

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience. In order to understand how brand promises are received by customers and in...

Catalogue: Latin America 2006
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 8, 2006
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Citation

Socorro and Moiguer (2006a, October 08). From perception to experience. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/from-perception-to-experience


Research papers

Latin American trends: Local societies, local consumption and global brands (Spanish)

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004
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Citation

Socorro and Moiguer (2004a, October 24). Latin American trends: Local societies, local consumption and global brands (Spanish). ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/latin-american-trends-local-societies-local-consumption-and-global-brands-spanish-


Research papers

Latin American trends: Local societies, local consumption and global brands

The paper suggests the key is building a common internal vision within the company: understanding and processing the regional marketplaces through intense interaction between research and strategic planning at the company's top management levels.The...

Catalogue: Latin America 2004: Integrating Diversity Across the Continent
Authors: Esteban Socorro, Fernando Moiguer
Companies: The Coca-Cola Company , Compañia de Negocios Moiguer
October 24, 2004
×

Citation

Socorro and Moiguer (2004a, October 24). Latin American trends: Local societies, local consumption and global brands. ANA - ESOMAR. Retrieved December 04, 2023, from


https://ana.esomar.org/documents/latin-american-trends-local-societies-local-consumption-and-global-brands