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Research papers

Regaining consumer trust

Understanding underlying consumer needs and drivers of trust can help build intense consumer relationships. Exploring the consumer experience across CPG, automotive, financial services and other sectors will help marketers understand ways to build...

Catalogue: Global Healthcare 2006
Authors: Luc Rens, Alastair Bruce
February 6, 2006
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Citation

Rens and Bruce (2006a, February 06). Regaining consumer trust. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/regaining-consumer-trust


Research papers

Deconstructing brand equity

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: J. Christian Gammill, Robert Harlow, Robert B. Love Jr.
September 19, 2004
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Citation

Gammill, Harlow and Love Jr. (2004a, September 19). Deconstructing brand equity. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/deconstructing-brand-equity