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Research papers

Name research

There is Increasingly less questioning of the importance which the name of a product (or a service, a company, etc...) represents in relation to the favourable or unfavourable image given by the latter: the name conveys Information - justified or...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Authors: J. Szekely, Y. Boulvin
August 1, 1971

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

Research papers

Strategic implications of product and country images

As international trade grows and consumer are faced with an increasing proliferation of foreign brands in their domestic markets, they increasingly use country of origin cues as an aid in evaluating products. At the same time, producers needing to...

Catalogue: ESOMAR Congress 1988
Authors: Nicolas Papadopoulos, Judith Marshall, Louise A. Heslop
September 1, 1988

Research papers

Target group

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product...

Catalogue: Seminar 1986: Problem Solving In Industrial Marketing
Author: Bö Bäckman
June 15, 1986

Research papers

A method for evaluating the importance of perceived attributes

The measurement of a product's objective and subjective characteristics, the determination of its image attributes and the segmentation of the consumer population in terms of their product-related expectancies are three central steps for the...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling
Authors: Daniel Bachelet, Joseph Lion
June 15, 1998

Research papers

The structure chart

Our experiments have led to the formulation of a "structure chart", which effects an innovatory integration of qualitative and quantitative research, producing a harmonic yet distinctive interpretation of . "realistic" data (functional and...

Catalogue: ESOMAR Congress 1987
Authors: Camillo Dagradi, Bruna Spataro, Laura Frontori
September 1, 1987

Research papers

How qualitative methods of research contributed to creating a communicational campaign to modify the image of sugar

The paper describes a qualitative research project on sugar which was carried out in Italy in 1982. In the years immediately prior to the survey overall sugar sales in Italy had begun to decline slightly while the product had been acquiring negative...

Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Graziella Messina
June 15, 1986

Research papers

Farmer's image of and attitudes towards seeds and genetic research since the cap reform

In the present circumstances and pressure of the environment, it is evident that today's farmers have a new system of values. The aim of this study was to identify and understand the changing attitudes and behaviours of farmers toward seeds and...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Author: Florence Gramond
Company: Ipsos MRBI
February 1, 1996

Research papers

The semantic differential

Combining a battery of semantic differentials you will obtain an instrument called "Polaritatsprofil" in Germany. This has been used for years as a standard instrument for solving image problems in market-research as well as in university-research....

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Erich M. Ruczinski
June 15, 1971