Subject Index
 

Ever day, 1.5 billion people, from over 200 countries, drink one of the 450 brands belonging to the Coca-Cola Company. Their motivation in doing so can vary from the physical to the social, and in an ...

As the dynamics of both consumers and communication channels change, marketers are seeking new and better ways to measure the effectiveness of their programs and justify their marketing spend. Engagem ...

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting ...

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 need ...

Online communities offer many opportunities to involve consumers in the daily business of marketers, and to use them as a source of inspiration instead of evaluation. This paper presents a case study ...

This paper describes the practical and theoretical implications for marketing research practitioners of a disruptive new, emerging collection of models of mass behaviour described as 'Herd theory'. Th ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

This paper explores a major issue facing many brands and organisations; the need to innovate in order to renew relevance for the target audience. Brands need to constantly innovate to keep in step wit ...

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The i ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

Social networking brands have now entered mainstream consciousness, with many enjoying explosive growth and mass press coverage. This growth was organic and viral, with individuals taking the lead. ...

The last few years have been marked by an increasing number of articles concerned with the future of market research. Their concerns are based around an increasing belief that our historic models are ...

Given the past and current migration of many populations, a significant and growing global marketing opportunity exists for products where the national identity or country of origin can be used as pos ...

Internet bank, Egg, says its aim is to differentiate itself from other banks by helping consumers make informed choices about money. It regularly measures customer satisfaction and in response to feed ...

The authors of this paper suggest it is time for market research to evolve to another level and to look at finance related behaviour. The paper says that if market researchers work with economists the ...

Consciously or unconsciously, market researchers systematically distort what they actually want to understand: the consumer. They often implicitly assume rational behaviour, neglect interdependencies ...

Why is innovation such a struggle? The greatest challenges most organizations face when innovating lie within their own organization, people and working practices. Successful commercial organizations ...

This paper outlines how the market research industry needs to adapt to the new relationship between people and organisations. New information and communications technology are allowing people to becom ...

Consumer insight has become the catchphrase of the new millennium in market research. This paper suggests that the emphasis on insight as opposed to research can produce shoddy research with poor insi ...

This paper proposes a three-step model to understanding the consumer's world beyond the category. It proposes that this more sophisticated approach generates more meaningful and powerful insights for ...

Explorations into consumer's ordinary everyday life experiences are now the uncharted frontier for market researchers. This paper focuses on the view from the ground: the challenges video ethnographer ...

This paper describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and rel ...

Mary Goodyear’s groundbreaking thinking on the evolution of marketing has proved to be an invaluable tool – useful for explaining and understanding markets, brands and advertising as well as consumer ...

The nature of 21st century trends is changing. The fragmentation of sub-cultures and the media has created a very different consumer landscape where assumptions about the influence of different sub-cu ...

Measuring the asymmetric impact of attributes on overall satisfaction is a research topic of growing interest. The objective of this article is to compare the predictive validity of five methods. A tw ...

The symbolic effect of brands has often been studied via two constructs: selfcongruity and brand personality. Though both constructs have received much examination in the past, few, if any, comparison ...

Mark Earls, Ogilvy executive planning director, argues that human behaviour is better understood by thinking of consumers as herd animals (rather than individual decision makers). He then goes on to ...

Many companies collect stated preference data (SP), such as intentions and satisfaction, as well as revealed preference data (RP), such as actual purchasing behaviour. It seems relevant to examine the ...

This paper advocates a change in how the research industry understands the consumer. The prevailing empiricist approach to the management sciences should be abandoned and consumer markets would be bet ...