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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If this child were a car, what sort of car would it be?

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural...


Sensitive subject in a sensitive market

This paper discusses the problems of researching sensitive subjects in a conservative Islamic country such as Saudi Arabia. Using erectile dysfunction as a specific example, the paper discusses the...


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...

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For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

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