This article reports on the results of a major R&D initiative to redefine brand loyalty and verify
its importance. Respondents from five different studies were recontacted a year after they …

Presents findings from the Advertising Research Foundation (ARF) Copy Research Validity
Project. The final research design involved 6 copy-testing methods, 3 off-air and 3 on-air. 10 …

… First published in 1991, Haley and Baldinger summarise the objectives, research design
and principal findings of the ARF study to validate and assess copy research techniques and …

Focuses on the problems facing the world of marketing research and the effect and implementation
of brand equity in this market. Role of marketing researcher; Topics discussed at the …

… at all, or may never have heard of it), 14 percent Moderate I oyals to the brand, and 12 percent
High lA)yals to the brand, a number roughly equivalent to its market share (Baldinger and …

… This paper extends upon work by Baldinger and Rubinson (1997) in demonstrating that the
… Baldinger is a vice president within the Product Management Group of Ipsos-NPD. Prior to …

Discusses Brand Equity in advertising, a challenge that all marketers and researchers will
need to give increasing att ention to over the next decade. The purpose of advertising …

Andrew Ehrenberg offered some comments on a paper about brand equity that appeared in
the Nov./Dec. 1996 issue of the Journal of Advertising Research. Unfortunately, he failed to …

Most advertising practitioners would agree that the buzzword for the 1990s is "integrated
marketing," also referred to as "the new advertising." There have been several definitions for …

Advertising research grew dramatically in the 1950s, as television burst onto the media scene.
However, in the 1980s, marketers shifted some of their attention towards measuring sales …