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Research communities in Asia Pacific: A review of similarities and contrasts
Ray Poynter, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks into how online research communities are being adopted in Japan, China, India, Singapore and Vietnam.
This paper looks into how online research communities are being adopted in Japan, China, India, Singapore and Vietnam. Specifically, it explores the implications of cultural differences and different technologies (especially in terms of internet and mobile) in setting up Asia-Pacific communities. The paper also offers a general definition of research communities, a global overview of research communities and predictions about where research communities are going next.
Staying on top, leveraging business analytics: Moving from "I think" to "I know"
Holly Hong and Imran Saeed, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper describes a partnership in China between Kraft, the food manufacturer, and a research agency, for building a data analytics system.
This paper describes a partnership in China between Kraft, the food manufacturer, and a research agency, for building a data analytics system. The project was designed to enable different groups within Kraft ('Academia', 'Leaders', 'Thinkers' and 'Shoe-Stringers') to analyse data and ascertain insights on fundamental business questions relating to issues such as drivers of brand volume and the ROI of specific marketing activities.
Memo to Marketers: Quantitative Evidence for Change - How User-Generated Content Really Affects Brands
George Christodoulides, Colin Jevons and Jennifer Bonhomme, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 53-64
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands.
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.
Health Organizations' Use of Facebook for Health Advertising and Promotion
Hyojung Park, Shelly Rodgers, and Jon Stemmle, The Journal of Interactive Advertising, Vol. 12, Issue 1, Fall 2011, pp. 62-77
The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes.
The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations' Facebook pages reveals that nonprofit health organizations are more active in posting to Facebook than any other health organization examined. However, nonprofit health organizations do not take full advantage of interactive features or other social media channels. Government agencies and schools/universities exhibit the broadest use of interactive features; health care institutions appear more devoted to integrating social media channels with Facebook than the other types of organizations. Overall, health organizations strategically use branding and advertising techniques to manage their image and promote their brands. Still, there is room for improvement to take better advantage of various social media tools for consumer-generated advertising and viral marketing.
Brand Worlds: From Articulation to Integration
Pierre Berthon, Leyland F. Pitt, Ronika Chakrabarti and Jean-Paul Berthon; Insights from Mario Simon, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 182-194
In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight.
In this paper, the authors reflect upon the last half-century of branding research, offering both integration and insight. They chart how the understanding of brands has evolved from mark-through mimesis, expression, and symptom to self-organizing phenomenon. Using Popper’s Three Worlds hypothesis, they show how the various fragmented streams of branding research can be integrated so that they complement and supplement each other. The authors then provide a prognosis on the future evolutions of brands and branding research.
The effects of product-harm crisis on brand performance
Baolong Ma, Lin Zhang, Fei Li and Gao Wang, International Journal of Market Research, Vol. 52, No. 4, 2010, pp. 443-458
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure.
The purpose of this paper is to offer a better understanding of the effects of product-harm crisis on a brand’s performance and market structure. This research is based on panel data on milk powder sales during the Nestlé product-harm crisis in China. The NBD-Dirichlet model is used to evaluate the performance of Nestlé and other leading milk powder brands before, during and after the crisis. Our data show that product-harm crises disturb the market structure and change customer behaviour. While a product-harm crisis had a negative effect on Nestlé’s brand performance, it created opportunities for other brands. Overall, our analysis shows that the NBD-Dirichlet model is a valid tool for monitoring the performance changes of both crisis brand and other non-crisis brands during a product-harm crisis. The managerial implications are also discussed.
Consumer-based brand equity conceptualisation and measurement: a literature review
George Christodoulides and Leslie de Chernatony, International Journal of Market Research, Vol. 52, No. 1, 2010, pp. 43-66
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper.
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick’s (1996) paper. To address this gap, this paper brings together the scattered literature on consumerbased brand equity’s conceptualisation and measurement. Measures of consumerbased brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.
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.
Local jewels and global heroes: the fusion model of global brand management
Ute Rademacher, David Lee and Yijun Ma, ESOMAR, Annual Congress, Berlin, September 2007
This paper explores globalisation from a marketing - and particularly brand management - perspective.
This paper explores globalisation from a marketing - and particularly brand management - perspective. The Fusion Model it elaborates distinguishes three different types of brands according to their heritage and link to local or regional cultures and history: local jewels, brands in fusion and global heroes. The model claims that these different types of brands require different brand management strategies. To test these assumptions the results of a qualitative case study involving wine, conducted as a joint study by Ipsos Germany and Ipsos China, are presented.
Actionable consumer insights: turning environmental concerns into competitive advantage
Richard Atkinson, ESOMAR, Consumer Insights Conference, Milan, May 2007
This paper discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change.
This paper discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change. It explores the growing pressure and opportunities that companies face to go green. It then examines the evidence of how far consumer attitudes and behaviour are (and aren't) changing. Finally, a number of practical considerations that those involved in consumer research should take into account are addressed - what we need to do if we are to deliver credible and actionable green consumer insight.
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