The paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward specific television networks; identifying the underlying issues and attitudes that define the individual networks' brand equity; profiling network viewers; and linking the network assessments with the television viewer landscape to enhance programming, scheduling, marketing, and other strategic competitive initiatives.
The Holy Grail
Effective blending of brand equity, customer loyalty, and
Cary J. NadelBurke Information, Communications, Entertainment Research
andJesus RodriguezHBO Latin America Group
is a marketer's Holy Grail? The...