Research Papers

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ESOMAR's Research Papers are conference white papers from world's leading marketing, advertising and market research professionals.

ESOMAR members have full and free access to all papers over 18 months old. To access your archive of conference papers head over to MyESOMAR. If you are interested in becoming an ESOMAR member contact our membership team at

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Driving share-of-wallet through customer satisfaction and brand preference

This paper examines the interaction between customer satisfaction and firm/brand preference and their moderating impact on share-of-wallet spending for a large financial institution and the fleet...


Changing equity of private labels in the Middle East

This paper addresses the growth of private labels from the perspective of the Middle East and finds the rising equity of private labels in the Middle East and Africa presents the research industry...


Show me the money!
A new approach to evaluating the contribution of marketing to business value

This paper examines the reasons why finding a robust and continuous measure of the value of marketing investment within a business remains an elusive topic. Terms such as 'return on marketing...


Comparing brand equity valuation with in-market performance
Truths unfolded

The paper examines the relationship between brand equity and in-market performance.A comparison of brand equity and market performance shows that mostly brand equity is a strong indicator of market...


Don't cut off the hand that feeds you
Understanding the link between brands, marketing investment and shareholder value creation

This paper shows how the use of consumer based equity measures within a discounted cash flow framework can create a means for both finance and marketing to understand the full benefit of past brand...


How corporate reputation measurement can be a part of every CEO's KPIs
A financial services case study

This paper focuses on an integrated and holistic approach to reputation measurement within the National Australia Bank (NAB) - one of Australia's largest commercial banks. This approach has...


Development of a trust barometer
Measuring stakeholders' trust in South African top companies

There is an increasing demand for companies to be held as accountable towards multiple stakeholders in society as they are towards customers and shareholders. Despite the high awareness of good...


A new generation of brand controlling
Evaluating the effectiveness and efficiency of the complete marketing mix

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing...


Sowing the seeds of a rich harves
Research's contribution to the profit equation
An integrated approach to pricing and profitability

This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct. The same would...

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