| HBS Case Collection
An in-depth study of consumer thoughts and feelings about a branded candy bar.
Keywords: Customer Satisfaction;
Brands and Branding;
Food and Beverage Industry;
Zaltman, Gerald. "Dimensions of Brand Equity for Nestle Crunch Bar, The: A Research Case". Harvard Business School Case 500-083, January 2000.
View Profile »View Publications »
| Harvard Business Review
July – August 2008
The Sure Thing That Flopped
G. Zaltman and Lindsay Zaltman
Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers
Gerald Zaltman and Lindsay Zaltman
Keywords: Advertising Campaigns;
| The Handbook of Marketing Research: Uses, Misuses, and Future Advances
What Do 'Really Good' Managers and 'Really Good' Researchers Want of One Another?
Lindsay H. Zaltman and Gerald Zaltman
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
Boston, MA 02163