Herbjørn Nysveen and Per Pedersen, International Journal of Market Research, Vol. 56, No. 6, 2014
The purpose of this article is to study the influence of customer co-creation participation on customers’ brand experience, brand satisfaction and brand loyalty. We apply a service logic approach in which co-creation participation refers to co-creation of customer value together with the brand, co-creation of new value with the brand and co-creation of value together with other customers within the context of the brand.
Volker Bilgram, Dorothée Stadler and Gabriele Stahl, ESOMAR, Qualitative, November 2014
This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.
Someshwar Mehra , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Maggi Noodles, the noodle brand, defended its market position in India through a campaign with an iconic Bollywood star and a big user participation element.
Josh Grace and Shailesh Iyer , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how IKEA, the furniture retailer, promoted the durability of its kitchens by challenging Malaysians and Singaporeans to a cooking marathon.
Deric Wong and Anthony Lau, Warc Prize for Asian Strategy, Entrant, 2014
This case study explains how Wyeth Materna, a pregnancy nutritional supplement brand, used a social film to bring couples planning families closer together in Hong Kong.
Rahul Chawra , Warc Prize for Asian Strategy, Entrant, 2014
This case study demonstrates how Qatar Airways used a contest on social media to generate online buzz in Singapore.
Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014
This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.
Karen Lo and Joey Sin , Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Nestle Pak Fook, an established packaged bean curd (tofu) brand, boosted sales in Hong Kong via an online video love story.
Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014
This case study describes how Nokia overcame its late entry into the Indian touchscreen mobile market by positioning the Asha 305 as a 'wingman' to help young people navigate life.