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Since it is hard for consumers to express their feelings and views regarding brand images, market researchers increasingly use projective and enabling techniques to collect rich and meaningful data. The purpose of this paper is to describe the development and use of two methods of brand image research based on personification. Both methods were used to investigate the personality of four beer brands.

The first method was based on mood boards: participants were asked to make collages of celebrity photographs representing the beer brands (n=16). The second method used a job‐sorting task: participants were asked to connect jobs with the beer brands (n=100). The results of both methods were related to a list of brand personality traits.

Holistic interpretations of the mood boards and the jobs associated with the beer brands reveal highly similar results among the two methods, which strongly discriminate between the four beer brands. A translation of these findings to scores on personality dimensions further underlines the similarity of the two methods used, but does not convincingly distinguish between the four beer brands.

The similarities in the results underline the congruent validity of the two methods. The observation that the two methods lose their discriminating value when holistic impressions are translated to personality dimensions scores calls for more research into the way projective research data may be interpreted and used.

This study is a first attempt to compare the results of two different but related projective techniques for brand image research. It demonstrates the importance of methodological research in this area.

The following list is a first attempt to catalogue and describe systematically the British Museum's extensive holdings of early opera librettos and related plays. The great importance of these unpretentious booklets as supplementary and, more often than not, even primary sources for the history and bibliography of dramatic music, besides or instead of the scores, was already clearly recognized in the eighteenth century by Dr. Burney and other scholars. But it is only since 1914, the year in which O. G. T. Sonneck's Library of Congress Catalogue of opera librettos printed before 1800 appeared, that their documentary value could to any greater extent be put to general use in international musicological research. A similar bibliography of the British Museum librettos, while naturally duplicating many Washington entries, would produce a great number of additional tides, not a few of them otherwise unrecorded; it would provide the musical scholar with the key to a collection unequalled elsewhere in Europe, which owing to the peculiar nature of the material is not easily accessible by means of the General Catalogue.

Sustainable agriculture implies the ability of agro‐ecosystems to remain productive in the long‐term. It is not easy to point out unambiguously whether or not current production systems meet this sustainability demand. A priori thinking would suggest that organic crops are environmentally favourable, but may ignore the effect of reduced productivity, which shifts the potential impact to other parts of the food provision system. The purpose of this paper is to assess the ecological sustainability of conventional and organic leek production by means of life cycle assessment (LCA).

A cradle‐to‐farm gate LCA is applied, based on real farm data from two research centres. For a consistent comparison, two functional units (FU) were defined: 1ha and 1 kg of leek production.

Assessed on an area basis, organic farming shows a more favourable environmental profile. These overall benefits are strongly reduced when the lower yields are taken into account. Related to organic farming it is therefore important that solutions are found to substantially increase the yields without increasing the environmental burden. Related to conventional farming, important potential for environmental improvements are in optimising the farm nutrient flows, reducing pesticide use and increasing its self‐supporting capacity.

The research is a cradle‐to‐farm gate LCA, future research can be expanded to comprise all phases from cradle‐to‐grave to get an idea of the total sustainability of our present food consumption patterns. The research is also limited to the case of leek production. Future research can apply the methodology to other crops.

To date, there is still lack of clear evidence of the added value of organic farming compared to conventional farming on environmental basis. Few studies have compared organic and conventional food production by means of LCA. This paper addresses these issues.

HARROGATE will be notable as the venue of the Conference in one or two ways that distinctive. The Association Year is now to begin on January 1st and not in September as heretofore; and, in consequence, there will be no election of president or of new council until the end of the year. The Association's annual election is to take place in November, and the advantages of this arrangement must be apparent to everyone who considers the matter. Until now the nominations have been sent out at a time when members have been scattered to all parts of the country on holiday, and committees of the Council have been elected often without the full consideration that could be given in the more suitable winter time. In the circumstances, at Harrogate the Chair will still be occupied by Sir Henry Miers, who has won from all librarians and those interested in libraries a fuller measure of admiration, if that were possible, than he possessed before he undertook the presidency. There will be no presidential address in the ordinary sense, although Sir Henry Miers will make a speech in the nature of an address from the Chair at one of the meetings. What is usually understood by the presidential address will be an inaugural address which it is hoped will be given by Lord Irwin. The new arrangement must bring about a new state of affairs in regard to the inaugural addresses. We take it that in future there will be what will be called a presidential address at the Annual Meeting nine months after the President takes office. He will certainly then be in the position to review the facts of his year with some knowledge of events; he may chronicle as well as prophesy.