Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Brand/Image Tracking

Marketing Research Articles Related to Brand/Image Tracking

Showing items 1-20 of 74.

Go

Sort

Refine Search

Date

* Login required for most articles published within the last three years

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

A Mississippi trade organization uses research to help its farm-raised catfish catch on with consumers

Published
October 1989
Author
Quirk's Staff
Abstract
The Catfish Institute uses an ongoing telephone study with hundreds of households in different regions of the country, research regarding catfish nutrients, a regular survey of retailers in 12 markets nationwide, and focus groups in its marketing efforts.

A trust-building exercise

Published
June 2006
Authors
Alastair Bruce and Luc Rens
Abstract
Qualitative research across several sectors - automotive, finance, consumer electronics, etc. - sought to understand the drivers of brand trust. Across all sectors, consumers see brand trust as fueled by product quality, the brand’s leadership and innovation, familiarity, heritage, status, the endorsement of a family member or friend, and its maker’s social consciousness.

* Ad research and the element of emotional surprise - the tale of Susan Boyle

Published
May 2010
Author
Charles Young
Abstract
The overnight success of Susan Boyle may provide insight into what marketers and advertisers can do to promote emotional engagement with a brand. The author dissects Susan Boyle's television performance to determine the point where her "brand" began.

Add some strategy to your concept evaluation process

Published
April 2009
Author
Kevin Dona
Abstract
Assessing the prospects of a new product concept takes more than a cookie-cutter approach. Each concept requires its own set of strategies for how it will be presented to consumers in testing and a careful analysis of how the new idea fits corporate and brand objectives.

* All chatter's not good chatter - tips for monitoring negative online media

Published
November 2012
Author
V. Kanchana
Abstract
Awareness of what media, investors, customers and competitors are saying about your brand online is critical in a new media age. Consistent media monitoring gives insight into how your organization, product, service and competition are performing and perceived by the public.

Americans put trust in time-honored brands ... and Google?

Published
March 2010
Author
Quirk's Staff
Abstract
Harris Interactive's 2010 EquiTrend study indicates that consumers most trust brands that have stood the test of time and provided comfort in earlier years. In a poor economic climate, volatile and new brands struggle to keep up with the likes of Hershey's, Heinz and Hallmark.

* An analysis of multichannel marketing campaign performance

Published
July 2011
Author
Molly Elmore
Abstract
The author explores the effects of frequency on commonly applied awareness and intent metrics for various advertising channels.

Brand as story

Published
December 2004
Author
Reyn Kinzey
Abstract
Consumers feel they know the story of a brand, and if brands deviate too much from that story, they can risk alienating much of their audience.

* Building and measuring brand personality: How does your brand behave?

Published
February 2011
Author
Michael Lieberman
Abstract
Beyond brand image is brand personality - a set of human-like characteristics attributed to a brand that can potentially bolster customer engagement. Knowing how to build and measure personality is crucial to understanding performance in the marketplace.

* Considerations when employing a market research online community

Published
August 2010
Author
Julie Wittes Schlack
Abstract
The author outlines some of the specific trade-offs (big vs. small, general vs. specific, pure vs. passionate) that researchers make in choosing to use market research online communities.

* Consumers are like Google: Brand-building and the search for meaning

Published
December 2011
Author
Charles Young
Abstract
For a brand to become a market leader, it must be endowed with meaning so that it takes on emotional significance in the life of the customer. The author discusses how to determine what your brand-building moments are and what meaning your creative communicates with customers.

* Could you be the next 'challenge brand'?

Published
January 2012
Author
Dennis Crowley
Abstract
The author offers a quick profile of the Southwest Airline brand and how its unique qualities have helped to set it apart - and ahead - of its competition.

* Creating consumer-brand connections via social media - why consumers care and what works

Published
August 2010
Authors
Brant Cruz and Josh Mendelsohn
Abstract
Companies are becoming increasingly connected to consumers via social media and integrating social media into the marketing mix requires a clear brand-by-brand understanding of which methods will reach the target audience.

Creating loyalty on the Web

Published
February 2001
Author
Robert Passikoff
Abstract
Brands have grown in importance over the decades. This article discusses brands and branding, including defining brand equity, measuring e-brand equity, and an example.

* Custom classifications help brands get granular with social intelligence

Published
February 2013
Author
Jasper Snyder
Abstract
Offering several examples, the author highlights the benefits of brands using custom classifications to get a more detailed understanding of social media conversations.

* Data Use: A new approach for profiling brands and analyzing competitive information

Published
August 2011
Author
Ted D'Amico
Abstract
The author lays out ways to avoid some of the problems that accompany reliance on indices to develop brand profiles.

Data Use: Creating a new scale of brand prestige using latent class modeling

Published
October 2007
Author
Melvin Prince
Abstract
This article provides a conceptual framework and measurement tool for the study of brand prestige constructs, useful in marketing practice. Results provide evidence that two consumer value constructs - brand excellence and status conferral - may be reliably and universally measured, irrespective of a brand’s product category.

* Data Use: Improve confidence in findings with strength-of-conviction metric

Published
June 2010
Authors
Michael Feehan, Erik Coats and Cristina Ilangakoon
Abstract
When constructing an influential attribute assessment, adding a strength-of-conviction metric can help quantify the respondent’s degree of certainty so that it can be controlled for and used to clarify the picture of brand performance.

* Data Use: Seeing beyond the brand halo

Published
November 2011
Author
James A. Rohde
Abstract
The author shows how a closer look at some brand data can reveal helpful findings that would have otherwise gone unnoticed.

<< Previous Page   Next Page >>

 

Comment on this article

comments powered by Disqus