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Research papers

How fans become future shapers of an ice-cream brand

Stimulated by the rise of social media, 'conversational marketing' techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing communications. The empowered consumer now has the power to market a...

Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Tom De Ruyck, Stephan Ludwig, Martijn van Kesteren, Niels Schillewaert
Companies: InSites Consulting, Unilever
November 18, 2010
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Citation

De Ruyck, Ludwig, van Kesteren and Schillewaert (2010a, November 18). How fans become future shapers of an ice-cream brand. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/how-fans-become-future-shapers-of-an-ice-cream-brand


Research papers

Exploring the world of water

Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Tom De Ruyck, Michel Rogeaux, Annelies Verhaeghe
Companies: InSites Consulting, Danone
September 15, 2010
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Citation

De Ruyck, Rogeaux and Verhaeghe (2010a, September 15). Exploring the world of water. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/exploring-the-world-of-water


Research papers

Even better than the real thing

The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern...

Catalogue: Qualitative 2009: The Evolving Human
Authors: Dirk van Kemseke, Tom De Ruyck
Companies: InSites Consulting, Levi Strauss & Co.
November 19, 2009
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Citation

van Kemseke and De Ruyck (2009a, November 19). Even better than the real thing. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/even-better-than-the-real-thing