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Research Connections

• Research Article 5
  Building Brand Equity Through Advertising
  Presented October 2002 at the ARF Week of Workshops A Years of research have shown that consumer perceptions and attitudes – measured collectively,...
• Research Article 4
  Brand Equity, Loyalty and In-Market Performance; Lessons Learned So Far
  Presented October 2000 at the ARF Week of Workshops This paper presents useful facts for managing future brand strategies, such as: the role of brand...
• Research Article 3
  Are We Looking in the Right Places: Pre-Testing and Sales Validation
  Published February 2000 by Admap Publications "Before we know if advertising is working, we need to know what it should be accomplishing. Only then...
• Research Article 2
  Consumer and Advertising in the Americas: Are There Global Rules with Local Touch