Resources Library by ANA

How does a virtual brand community emerge?

This paper focuses on the analysis of the emergence process of online brand communities. It proposes a definition of the concept of brand community that solves some of the problems encountered with main earlier definitions.Based on a netnographic...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Abdelmajid Amine, Lionel Sitz

October 10, 2004

Mapping the customer's mind

The authors attempt to understand and access the respondents inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Michael Francesco Alioto

Company: RDA Group, INC

October 10, 2004

Taking the pulse on impulse

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) measure purchase patterns with the requisite degree of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Dwight Watson

Company: Nielsen

October 10, 2004

Utilizing rich multimedia methods for the elicitation of preferences for radical future technologies

This paper shows how the application of a platform for information acceleration methodologies can quickly allow organizations to develop preference profiles of potential users even before a product is available for market.The results of this study...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Jordan Louviere, Tim Coltman, Timothy Devinney

October 10, 2004

Marketing science and market research

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decision making.The fact that there is a great deal of...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Peter S.H. Leeflang

October 10, 2004

Building strong, better brands - Looking beyond the obvious!

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs/motivations to brand choice into one holistic simple...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Sunando Das

October 10, 2004

The 2003 MTV influential moviegoers study

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process.It demonstrates that young adults, and MTV viewers in particular, are...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Elaine Nefsky, Matt Catapano, Mike Garrison

Company: Viacom International Media Networks

October 10, 2004

Has the price change impacted consumer loyalty?

This paper describes the consumer behaviour in the cola market. The consumer's reaction to price changes was the goal of the research study.Based on eight hypothetical buying situations represented by offering the same brands of cola drinks at...

Catalogue: ESOMAR Conference on Marketing 2004

Author: Vojtech Spacil

October 10, 2004

Means-end chains analysis online

Means-end chain analysis has gained a lot of popularity in recent years both in academic research and in practice. However, the approach has also met quite some criticism, both at the theoretical and at the methodological level.This paper contributes...

Catalogue: ESOMAR Conference on Marketing 2004

Authors: Morten Schroder, Suzanne Beckmann

Company: Wilke Research

October 10, 2004