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Multi-Sensory Sculpting®

Multi-Sensory Sculpting®

Consumers experience brands via products, places, people, or brand-related activities and with multiple senses involving, vision, smell, touch, taste, audition or body movements, amongst others. Brand Managers need to get access to and understand these complex multi-layered and multi-sensory brand meanings. Multi-Sensory Sculpting® is an

Destination discount

Destination discount

Deleersnyder and Koll study the consequences of listing national brands in discounters. Including manufacturer brands into a discount assortment will benefit both the manufacturers and the discounters: manufacturers and discounters attract more new customers with brands for which market penetration is still modest discounters gain more from

Marketing Intelligence

Marketing Intelligence

What comes to your mind when you think of Marketing Intelligence? Many organizations and entrepreneurs report frustration, stress or even a waste of their time. That’s the reason why we investigated this topic in more detail by speaking to 20 top managers in large Austrian

Multi-Method Research

Multi-Method Research

The attitudes and behaviours of consumers towards a brand are influenced by what consumers know and think consciously and unconsciously about the brand. The article by Koll, von Wallpach and Kreuzer considers the value of using three approaches to assess brand knowledge: free association technique, storytelling,