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Research papers

Customers and brands

This exploratory study aimed, firstly, to elicit possible components of brand relationship strength and, secondly, to develop a framework or conceptual model of brand relationship strength that draws from various streams of marketing theory,...

Catalogue: Automotive 2006
Authors: Kirsti Lindberg-Repo, Richard Brookes
February 27, 2006
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Citation

Lindberg-Repo and Brookes (2006a, February 27). Customers and brands. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/customers-and-brands


Research papers

How brands blossom in an increasingly complex world of choice

This paper illustrates how digital ethnography helps companies build more meaningful experiences that result in stronger brand loyalty.The author asserts that the very tools and technologies contributing to brand loyalty erosion can be used to...

Catalogue: Brandmatters 2006
Author: Lisa Leckie
February 8, 2006
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Citation

Leckie, L. (2006a, February 08). How brands blossom in an increasingly complex world of choice. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/how-brands-blossom-in-an-increasingly-complex-world-of-choice


Research papers

Powerful brands

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human behaviour the authors show how marketers can go...

Catalogue: Brandmatters 2006
Authors: Andrea Wilson, Roz Calder
Companies: NeedScope International Ltd., KANTAR TNS Malaysia
February 8, 2006
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Citation

Wilson and Calder (2006a, February 08). Powerful brands. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/powerful-brands


Research papers

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006
Authors: Charles Skinner, Christophe Fauconnier
Company: Ipsos MRBI
February 8, 2006
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Citation

Skinner and Fauconnier (2006a, February 08). Marketing beyond the monkey. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/marketing-beyond-the-monkey


Research papers

Learning about consumers through a new bricolage

This paper describes how Brazilian women and youth deal with challenges as they pass through lifestages.The research method melds qualitative methodologies with a new approach to exploring the context of category, brand or communication drivers as...

Catalogue: Latin America 2005
Authors: Jem Wallis, Rob Marjenberg, Zilda Knoploch
October 23, 2005
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Citation

Wallis, Marjenberg and Knoploch (2005a, October 23). Learning about consumers through a new bricolage. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/learning-about-consumers-through-a-new-bricolage


Research papers

Monitoring brand health

Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly...

Catalogue: Congress 2005: Making A Difference
Authors: Gert Jan de Nooij, Sjoerd Koornstra
Company: Heineken
September 21, 2005
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Citation

de Nooij and Koornstra (2005a, September 21). Monitoring brand health. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/monitoring-brand-health


Research papers

Global advertising that sells

This presentation searches for the Holy Grail of advertising - an understanding of how advertising works locally and globally, unlocking the secrets of effective advertising to build successful brands.Initially the presentation examines new learning...

Catalogue: Congress 2005: Making A Difference
Authors: Spike Cramphorn, Georgia Phillips
Company: Add+Impact International
September 21, 2005
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Citation

Cramphorn and Phillips (2005a, September 21). Global advertising that sells. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/global-advertising-that-sells


Magazines

Revue Française du Marketing (Mai 2005)

Ce numéro consacré à l'optique relationnelle réunit quelques-unes des plus bellessignatures nationales et internationales dans le domaine de la gestion dela relation client et nous sommes à la fois honorés et ravis de compterparmi...

Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
May 1, 2005
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Citation

, A. (2005a, May 01). Revue Française du Marketing (Mai 2005). ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/revue-fran-aise-du-marketing-mai-2005-


Research papers

Something tells me it's all happening at the zoo

The current competitiveness of the marketplace requires that qualitative research seek and deliver insights into a range of subject matter, including the nature and differences between brands.In pursuit of this, the sector has at its disposal a...

Catalogue: ESOMAR Conference 2005: Innovate!
Author: Neil McPhee
February 27, 2005
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Citation

McPhee, N. (2005a, February 27). Something tells me it's all happening at the zoo. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/something-tells-me-it-s-all-happening-at-the-zoo