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Marketing Research Articles Related to Corporate Image Studies

Marketing Research Articles Related to Corporate Image Studies

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Can corporate America win back consumers' trust?

Published
June 2011
Author
Quirk's Staff
Abstract
Research from GfK Custom Research North American indicates that corporate America has a long way to go to win back consumer favor.

Getting to know eco-aware consumers

Published
August 2008
Author
Kent Ragen
Abstract
The author draws from his firm's panel of eco-aware consumers to sketch a broad portrait of this growing segment. Rather than going green across all product categories, they have differing preferences and expectations of greenness depending on the product in question. Cars and household products top the list of items that consumers want to be green, while apparel and electronics are relatively low on the list.

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.

Satisfying no longer: Part I: Satisfaction research needs to return to focusing on the customer

Published
July 2009
Authors
Chris Goodwin and Dennis Q. Murphy
Abstract
In part one of a three-part series, the authors outline how satisfaction measurement has gone wrong. What started as a well-intentioned, customer-focused endeavor has in many instances become an exercise that is more concerned with, and subject to corruption by, corporate needs.

Satisfying no longer: Part II: The consequences of bad satisfaction measurement

Published
August 2009
Authors
Dennis Q. Murphy and Chris Goodwin
Abstract
In part two of a three-part series, the authors continue exploring the perils of improper satisfaction research by outlining some of the errors that can be committed in CSat’s name, including measuring the wrong things, pursuing meaningless improvements and misusing the results.

Satisfying no longer: Part III: Finding customer satisfaction's rightful place

Published
October 2009
Authors
Chris Goodwin and Dennis Q. Murphy
Abstract
Concluding their series on the failings of customer satisfaction measurement, the authors address ways to overcome those shortcomings through 10 best practices, including keeping satisfaction metrics separate from employee compensation, protecting respondents’ interests and stopping questionnaire bloat.

Strong sense of corporate identity key to marketing success, research says

Published
April 2010
Author
Larry Ackerman
Abstract
Without knowing what that center of gravity is, marketing strategy is subject to changing customer attitudes and shifting management priorities. For a company to succeed in marketing its brand, it must first have a strong sense of identity as its foundation. Identity first - brand will follow.

Why are some research companies great places to work – and others lousy?

Published
August 2012
Authors
Lock Collins and Simon Chadwick
Abstract
Cambiar’s Employer Brand study sheds light on how research firms can attract and retain employees.