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Marketing Research Articles Related to Brand Loyalty Studies

Marketing Research Articles Related to Brand Loyalty Studies

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10 tips on fostering consumer loyalty and driving satisfaction

Published
October 2014
Author
Bob Macdonald
Abstract
The author provides 10 tips for brands looking to differentiate themselves from the competition.

2008's new products fail to register

Published
November 2008
Author
Quirk's Staff

5 ways to leverage the crucial holiday shopping season

Published
December 2014
Author
Scott Robinson
Abstract
Scott Robinson provides five ways retailers can make the most out of the holiday shopping season.

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.

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.

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.

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.

Brand loyalty suffers as budgets tighten

Published
October 2008
Author
Quirk's Staff

Brand positioning to multiple markets - change the message, not the mission

Published
June 2011
Author
Dennis Crowley
Abstract
One brand consultant weighs in on why companies should avoid creating different product positions for each target consumer group.

Brazilian hair care firm Beleza Natural thrives by keeping close to its roots

Published
February 2010
Authors
Hy Mariampolski, Leticia Moreira Casotti and Maribel Carvalho Suarez
Abstract
On-site visits help researchers understand the icons and ideals used by a Brazilian hair care firm to both inspire and form a bond with its working-class customers.

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.

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.

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.

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.

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: 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.