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Videos

What does your brand smell like?

This presentation will highlight the relevance of sensory branding as a means for enhancing brand uniqueness and simultaneously adding other layers to the elements that help create brand equity.Brands are carriers of symbolic and non-symbolic...

Catalogue: Sensory Forum 2015: Marketing Meets Science
Author: Massimo Cealti
June 15, 2015
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Citation

Cealti, M. (2015a, June 15). What does your brand smell like?. ANA - ESOMAR. Retrieved September 08, 2024, from


https://ana.esomar.org/documents/what-does-your-brand-smell-like-


Research papers

Rowing against the tide or surfing the new wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...

Catalogue: Congress 2014: What Inspires?
Authors: Massimo Cealti, Nicolas Siega
September 10, 2014
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Citation

Cealti and Siega (2014a, September 10). Rowing against the tide or surfing the new wave?. ANA - ESOMAR. Retrieved September 08, 2024, from


https://ana.esomar.org/documents/rowing-against-the-tide-or-surfing-the-new-wave--8353


Videos

Rowing against the tide or surfing the new wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of infrastructure; illiteracy and low levels of consumer...

Catalogue: Congress 2014: What Inspires?
Authors: Massimo Cealti, Nicolas Siega
June 15, 2014
×

Citation

Cealti and Siega (2014a, June 15). Rowing against the tide or surfing the new wave?. ANA - ESOMAR. Retrieved September 08, 2024, from


https://ana.esomar.org/documents/rowing-against-the-tide-or-surfing-the-new-wave-


Research papers

Inspiring the senses

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Oliver Schieleit, Massimo Cealti, Gabriele Niemann
Company: Symrise AG
November 13, 2011
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Citation

Schieleit, Cealti and Niemann (2011a, November 13). Inspiring the senses. ANA - ESOMAR. Retrieved September 08, 2024, from


https://ana.esomar.org/documents/inspiring-the-senses