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Brand Management: 6600 440 and 6600 625: Find Articles

Article Databases for Brand Management Research

These databases are your best portal to news, magazine, trade, and scholarly journal articles that will provide the information you need on companies and their brands, including marketing and brand strategies, initiatives, performance, trends, market position, as well as how brand identity, integrity, resonance, and equity were developed. You can also find articles on consumer preferences and behaviors.

1. Begin by searching the company name in the first search box. If there are a large number of results, try using the drop down box to specify that the company name appear in the title (TI) of the article.

2. If the result list is extensive, add an additional search term in the second box; begin simply by adding the following one at a time:

  • Brand
  • Consumer
  • Initiatives
  • Innovations
  • Logos
  • Market share
  • Market strategy
  • Marketing
  • Marketing plan
  • New product
  • Product life cycle
  • Psychographic(s)
  • Strategy

3. In instances when the addition of the above terms do not narrow results to a manageable level, try some of the terms in the box to the left.

Suggested Search Terms

Suggested Search Terms for Consumer Analysis

  • Brand
  • Brand behavior
  • Brand choice
  • Brand loyalty
  • Brand preference
  • Brand purchase
  • Brand selection
  • Brand psychology
  • Buyer behavior
  • Consumer attitudes
  • Consumer behavior
  • Consumer motivation
  • Consumer preference
  • Consumer satisfaction
  • Consumer psychographics
  • Consumer psychology
  • Consumer segmentation
  • Customer loyalty
  • Market segmentation
  • Market surveys
  • Neuromarketing
  • Target marketing

Suggested Search Terms for Groups of Consumers

  • Affluent (wealthy) consumers
  • African-American consumers
  • Aged (elderly or older) consumers
  • Asian-American consumers
  • Baby boom generation
  • Baby boomers
  • Consumers with disabilities
  • Child, adolescent, preteen, teen, or teenage consumers
  • Female or male consumers
  • Gay (or lesbian) consumers
  • Generation Y consumers
  • Hispanic-American consumers
  • Low-income (lower) consumers
  • Middle-aged consumers
  • Millennial consumers
  • Millennials
  • Minority consumers
  • Mothers or fathers
  • Rural consumers
  • Urban consumers
  • Well educated consumers
  • Women or men consumers
  • Working (workforce) consumers
  • Working mothers
  • Young consumers

Suggested Search Strategy for Brands or Products

Use any of the above suggested search terms with the name of a brand, company, product, or product line in order to retrieve articles on a specific aspect of consumer analysis or group of consumers.

For instance:

  • Affluent consumers and Porsche
  • African-Americans and entertainment
  • Hispanic-Americans and Ford
  • Millennials and car insurance
  • Millennials and Progressive Insurance
  • Working mothers and fast food restaurants