Brands and branding: Brand choice

 

This paper analyses a new and recently strong marketing trend: Brand Activation. This refers to those marketing activities, that have developed strongly over the last few years, which fulfil a double ...

This paper addresses the question of whether it is possible to know what consumers really think and proposes a methodology to understand the unconscious reasons that operate in the election of product ...

Consumers choose brands by rapid elimination of those that do not meet their needs. Advertisers must survive this by ensuring that their brand complies with what the product `must have' (or `must not ...

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of ...

Issue Eleven of BMRB International’s TGI Global Consumer Barometer succinctly examines environmentally conscious consumers. This includes: where are the greenest shoppers?; British environmental conce ...

While engineers and operators have clear issues regarding 3G as a technology and investment, the consumer is rarely interested in “Gs” but rather is focused on the benefits it may bring relative to co ...

The mobile telecoms market place is relatively new, very large and considered of major importance to economies across the world. However, marketing and sensitive research have not yet been embraced by ...

In today’s fast changing mobile handset market, do consumers pay attention to brand? How easily will consumers give up their current handsets to adopt newer models? The authors analyze consumer prefer ...

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more t ...

While the phenomenon of impulse buying has been the subject of many previous market research studies, the effectiveness of these studies has been limited by the ability of the methodologies to a) meas ...

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young a ...

Modelling the drivers of brand equity can improve insights into brand consideration, brand use and brand commitment measures. Consumers tend to distinguish between brands on a few general criteria ra ...

In this article considering youths of 18–24 years old, Michel Syrett and Jean Lammiman, authors of CoolSearch, identify five features that distinguish the millennial generation and explain the long te ...

What academics have been calling 'the democratisation of luxury' represents a profound shift in consumer behaviour that is going to fundamentally affect the way brands in certain categories are market ...

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business. Fewer admit how hard it is to get a grip on what really ...

The Being John Experience research project carried out by Added Value for internet bank Egg in 2003 drew as its inspiration the film Being John Malkovitch. The project aimed to gain a deeper insight i ...

Increasingly affordable information and other technologies allow brands to be customized for local cultures and for individual consumers. The question for brand strategists is whether, when, where and ...

Tim Reid contends that the brands that people find stimulating are those that help us grow and be the sort of people we want to be. 'Fast learners' are the first to recognise these brand features. Th ...

The majority of research on family purchase decision-making has been preoccupied with who makes decisions rather than how they are made. Therefore, there is limited understanding of the process and dy ...

This paper looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limitati ...

Best Practice looks at the most important current theories of how people buy - what we buy, how we choose, and how buying patterns can be formulated. The article covers Ehrenberg's 'rules', the limit ...

The dominant view of the consumer as an individual should be replaced with the more accurate model of the consumer as acting as part of the herd. Evidence for this is gathered from a variety of scient ...

One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. ...

The author contrast present day consumer habits with those of the 1970's. He identifies what has changed including gender roles, consumption of exotic foods, men doing more cooking and increased eatin ...

Byron Sharp discusses the 'double jeopardy' pattern and differentiates between the marketing understanding of what it means (bigger brands have more customers who are also more loyal). While accepting ...

'This paper is born out of a feeling that something is not right with the way the word 'consumer' is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertisi ...

This paper sets out to explore how global tweens (8 - 14 year olds) living in urban areas view their world and how this influences the relationship they have with grown-up brands. The conclusions draw ...

Current quantitative consumer behaviour models focus on brand and marketing variables to explain / predict market structure, dynamics and brand health. We have not found any serious quantitative treat ...

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical. He suggests that it may be time to reassess the concept ...

Simon Anholt believes that consumers do not want brands without heritage, but any heritage will have an influence on their perceptions of a brand. He argues that 'brand America' no longer carries the ...