Sara Dolnicar and Bettina Grün, International Journal of Market Research, Vol. 56, No. 1, 2014, pp. 33-50
How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.
Jay Chiat Strategic Excellence Awards, Silver 2011
A new concept car from Fiat, the Mio ("mine"), was launched in Brazil with this campaign. Fiat was the market leader in Brazil, and wished to innovate to maintain its position; Brazil, as a fast-growing economy, had become a priority for global car brands.
Saahier Parker, Belinda Don and Kyle McLoughlin, International Journal of Market Research, Vol. 52, No. 6, 2010, pp. 731-756
This paper shows how the market barriers that brands face can be measured in combination with attitudinal equity to produce a close estimation of market share and a means to determine the relative success individual brands are having in dealing with business challenges in a common market.
Terry Flynn, Christian Bourque, ESOMAR, Congress, Montreux, September 2009
Over the last 24 months, three publicly traded, North American companies (Menu Foods, Matteland Maple Leaf Foods) have provided researchers and practitioners with ample evidence that themost valuable crisis management and communications responses are not determined by the size of the crisis plan but by the effectiveness of the organization’s leadership, mindset and organizational culture.
John Kearon, ESOMAR, Annual Congress, Montreal, September 2008
The paradox of success is you need to embrace failure to achieve it. Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately (and understandably) to avoid.
May-May Meijer and Jan Kleinnijenhuis, Journal of Advertising Research, Vol. 47, No. 4, Dec 2007, pp. 507-517
This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on corporate reputation.