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Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences
Laurine van de Wiel and Saskia Brocx, ESOMAR, Congress, Istanbul, September 2013
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience. Museums are under pressure to be financially self supporting and to cater for a range of international tourists, with audience research being used to understand how to achieve this. Research around museums has traditionally ignored the role of emotion in visitor satisfaction: this study sought to fill this gap. The research approach and its application to strategic decision making are explained. The museum used a customer profile 'the easy going connector' to develop a more sociable, carefree and inspiring positioning.
The impact of event marketing on brand equity: the mediating roles of brand experience and brand attitude
Lia Zarantonello and Bernd H. Schmitt, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 255-280
Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity.
Can event marketing contribute to brand equity? A field study with consumers participating in different types of events (trade shows, street events, pop-up shops and sponsored events) indicates that event attendance has a positive impact on brand equity. Our analysis reveals that brand experience, an antecedent of brand attitude, mediates the relationship between pre-event and post-event brand equity in all types of events. Brand attitude, on the other hand, mediates this relationship only in some cases (trade shows and street events). Implications of the results for event theory and practice are discussed.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Event-related advertising and the special case of sponsorship-linked advertising
Sarah J. Kelly, T. Bettina Cornwell, Leonard V. Coote and Anna R. McAlister, International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 15-37
Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion.
Corporate sponsorship is a valuable brand-building platform, typically leveraged by advertising and promotion. While advertising often 'uses news' to connect to meaningful events, sponsorship contracts create a special category of advertisers that have official rights to event affiliation. In fact, sponsorship-linked marketing creates two special categories of advertiser: those officially linked to the event and those that seek association with the event but have no legitimate link (i.e. 'ambushers'). We examine the prevalence and nature of sponsorship-linked advertising (SLA) as a leveraging strategy employed by both sponsors and ambushers. SLA includes advertising that communicates a sponsorship link or tie, as well as advertising that demonstrates a theme that links to sponsorship. Two content analytic studies find extensive use of SLA by ambushers and true sponsors. We propose a diagnostic method to identify ambushing attempts. Practical implications for sponsoring brands, potential ambushing brands and policy makers are discussed.
Scent as rich communicator for brand identity - Case studies and sensory workshop
Tanja Deurloo, ESOMAR, Fragrance Research, Cannes, June 2009
This presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research.
This presentation describes recent and current work on three Dutch business case studies in the field of sensory branding, scent marketing and scent research. Bearing in mind the specific nature and objectives (such as enhancement of brand experience, influencing in-store shopping time and reduction of patient anxiety in hospital environments) of each of the three cases, this presentation reviews the various approaches adopted and, to the extent available, the results achieved. Conclusions and lessons to be learnt from each of the case studies are then explored.
A great partnership - the right brand and the right medium
Noel Gladstone and Robert Passikoff, ESOMAR, Worldwide Multi Media Measurement (WM3), Budapest, June 2008
This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured.
This paper presents an international study into how the right brand and the right media venue can produce increased sales, and how that can be measured. It examines two Latin American brands, and analyses the reinforcing effect on brand values that can be gained when advertising on a medium that engages consumers. Among its main findings is that marketers can correlate media selection with increased levels of positive consumer behavior in the marketplace prior to making a media buy. This Brand-to-Media-Engagement (B2ME) approach allows for a more strategic and effective approach to planning, and helps turn 'targets' into paying 'customers'.
Negative brand beliefs and brand usage
Jenni Romaniuk and Maxwell Winchester, International Journal of Market Research, Vol. 50, No. 3, 2008, pp. 355-375
This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies.
This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a brand. The major finding of this study was that past users of a brand consistently have the highest tendency to elicit negative beliefs about brands. Further, those who have never used a brand typically have a lower propensity than current brand users to elicit negative brand beliefs. These results suggest that negative beliefs about a brand are developed as a result of purchase behaviour, rather than as mechanisms to reject a brand prior to purchase. These findings have implications for the role of negative beliefs in consideration of set formation and the trial of a new brand. They also provide insight into the patterns that may be expected when measuring and interpreting negative brand beliefs across different usage groups.
Effectively managing the brand experience
Pierre Gomy and Frédéric Casellas, ESOMAR, Automotive Conference, Lausanne, March 2008
The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or dealerships in order to communicate effectively.
The media landscape is constantly evolving and increasing in complexity: fragmentation of traditional media and growing influence of new media means that car manufacturers are paying more attention to non-traditional contact points such as events or dealerships in order to communicate effectively. The automotive sector has become increasingly fragmented, but the amount of spend/model has decreased at the same time. Considering the increasing number of models per vehicle segment and the strong competition (i.e. car manufacturers addressing the lower segment with three different models, for instance); car manufacturers are thus compelled to fine tune their communication strategy not only by model but also by consumer category.
The healthcare journey: Understanding clinical experiences from the patient and caregiver perspectives
Lekshmy Parameswaran and Laura Nino, ESOMAR, July 2007
Although today's clinical healthcare domain is typically driven by technological possibilities, increasingly awareness is building that a change in focus is needed to also incorporate the experiences of those who undergo a treatment or provide it.
Although today's clinical healthcare domain is typically driven by technological possibilities, increasingly awareness is building that a change in focus is needed to also incorporate the experiences of those who undergo a treatment or provide it. There is a growing demand for more human-focused care and solutions. In order to anticipate this growing demand, and design innovative and human-focused clinical healthcare solutions, it is essential to understand the needs, values and experiences of patients, their loved ones and clinical teams throughout the care cycle. This means focusing on people rather than technology or disease, and more specifically placing the patient at the centre of the experience instead of their disease condition. Taking the patient as starting point reveals a unique set of research questions, a different set of priorities in understanding the care process and a new and revealing layer of information relating to patient healthcare experience. This paper describes a qualitative and co-creative people research approach that underpins the Philips Design Ambient Experience Research Program, which aims to ensure that solutions address the real needs of people in today's increasingly complex healthcare environments.
From mythmaker to gardener: understanding the world of participatory brands
Anita Black, Mitra Martin and Keith Navratil, ESOMAR, Qualitative Research, Paris, November 2007
It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands.
It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands. This paper explains what's behind an openness to act on behalf of brands, what needs this fulfils, what brands need to do and be in order to inspire action, what they get out of it, and, finally, what all this means for qualitative researchers. It argues that successful brands focus less on how to create participation, and instead on how to create useful, engaging and distinctive offerings. This approach produces a magnetism that makes people instinctively want to participate. Compelling and irresistible brands attract organic participation that builds the brand story and advances consumers' relationship with the brand. On the other hand, participative communications risk remaining outside of the brand context and thus lack meaning and power. This means the role of researchers must evolve in order to help clients take advantage of the current world and become more worthy of the participative energy of the people we speak with in our professional lives.
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