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Marketing Research Articles Related to Brand Loyalty Studies

Marketing Research Articles Related to Brand Loyalty Studies

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Trade Talk: Study uncovers America's most powerful brands

Published
December 1988
Author
Beth Hoffman, Quirk's Managing Editor
Abstract
This month's column reviews the top 10 most powerful brands in America and what attributes they share.

Research encourages a comprehensive redesign of Blue Nun packaging

Published
October 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
After conducting taste tests that confirmed that packaging was a factor in declining sales, Blue Nun wine held extensive focus groups with current and past consumers and competitive brand purchasers, as well as shelf tests, in its package re-design process.

Gaining strategic business advantage through customer value measurement

Published
October 1997
Authors
Vince Farace and Jeri Meola
Abstract
Market research firms are increasingly adding customer value measurement (CVM) to their list of services. This article discusses CVM, including CVM basics and illustrative anecdotes.

Don't forget your at-risk customers

Published
November 1997
Author
Bill Etter
Abstract
While customer satisfaction is a hot topic, measuring customer satisfaction is not enough. Loyalty is an important component for customer retention. This article discusses loyalty and the importance of looking at both ends of the assessment spectrum: most loyal and least loyal.

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.

Mystery shopping strategies for the financial services industry

Published
January 2003
Author
Frank Aloi
Abstract
How do banks increase sales and enhance relationships in the current erratic, untrusting markets? In light of the tough market, financial institutions are reevaluating their sales and service strategies. More and more financial institutions are using shop studies to monitor how current and potential customers perceive them. This article discusses important steps to consider in initiating a program in the financial services industry.

Loyalty research in B2B contexts

Published
April 2003
Author
Doug Grisaffe
Abstract
Loyalty has received a lot of press in recent years. Definitions and prescriptions for measurement vary substantially depending on which expert one asks. This article argues for a particular conceptualization of loyalty and explains why it is so fitting for business-to-business contexts. The article includes a logical checklist of design considerations for creating new loyalty research programs or revisiting the quality of existing programs.

Getting the right answer from cost-reduction research

Published
May 2004
Authors
Randy Brooks, Robert Kushner and Aileen Beatty
Abstract
When manufacturers look to cost reductions as a means of competing with private-label offerings, testing must be done with extreme care and a focus on sensitivity.

Trade Talk: Creating, growing and defending your brand

Published
May 2004
Author
Joseph Rydholm, Quirk's Editor
Abstract
Reviews of four brand-related books: Brand Harmony, Brand Driven, Global Brand Strategy, and Defending the Brand.

A look at corporate and brand images in Eastern Europe, the Caucasus and Central Asia

Published
November 2004
Author
Edward Hodgman
Abstract
A study of corporate and brand images across several Eastern European and neighboring countries shows that while Western products have made significant inroads, there is still a strong sense of nationalism that can drive success for regional and local brands.

Dissatisfaction surveys may be better than satisfaction surveys

Published
October 2005
Author
Albert Fitzgerald
Abstract
Companies should consider conducting dissatisfaction studies, rather than relying on satisfaction studies, to understand the factors leading to dissatisfaction and determine how to avoid frustrating future customers.

Customer satisfaction research gives voice to the silent majority

Published
October 2005
Author
Jared Heyman
Abstract
Offers a five-step process for designing and executing an effective customer satisfaction survey program.

Conducting an effective customer satisfaction program

Published
October 2005
Author
Vivek Bhaskaran
Abstract
Customer satisfaction surveys need not be overlong. Rather, targeted, well-organized satisfaction research programs can be tailored to get companies the answers they need.

The reality of Baby Boomer brand loyalty

Published
February 2006
Author
Heather Stern
Abstract
A study of Boomers aged 50+ showed that these consumers are no more brand-loyal to most product categories than younger adults. The key is to market to values and lifestyles rather than age.

Research examines drivers of consumer trust in pharmaceutical and other brands

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.

A how-to guide to using online specialty panels

Published
February 2007
Author
Mitch Eggers
Abstract
Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

Tektronix uses research to create key customer metrics and drive marketing and sales strategies

Published
March 2007
Authors
Martyn Etherington and Laura Patterson
Abstract
Test and measurement firm Tektronix conducts research with its customers to obtain an advocacy score as well as to measure satisfaction.

How StorageTek built its B2B satisfaction and loyalty research program

Published
March 2007
Authors
Joan Fredericks and Hernando Gonzalez
Abstract
Using the experiences of data management firm StorageTek, the authors outline 10 best practices for creating and maintaining a satisfaction and loyalty research program.

Despite their customers' lack of choices, utilities can still benefit from measuring the multiple aspects of loyalty

Published
March 2008
Author
Chris Parcenka
Abstract
Creating customer advocates can be especially important for a company in a regulated industry such as the energy/utilities industry. Without customer advocates, or in situations where customers feel unfavorably toward an energy concern, utilities can suffer a variety of negative consequences, including increased business costs, lawsuits, fines and construction delays.

Analyzing the role that car brochures play in the auto sales process

Published
October 2008
Author
Charles Young
Abstract
Using data from various studies conducted by his firm, the author looks at how car brochures, with their mix of emotional appeals and vehicle information, work to influence the car sales process.