Óscar González-Benito, Mercedes Martos-Partal and Mariana Fustinoni-Venturini, International Journal of Market Research, Vol. 57, No. 1, 2015
The creation of strong brands interests manufacturers and distributors, as well as researchers. However, previous investigations of brand equity have focused almost exclusively on manufacturers’ brands, without considering the brand equity of store brands.
Pippa Bailey, Gareth Pritchard and Hollie Kernohan, International Journal of Market Research, Vol. 57, No. 1, 2015
Research undertaken into the role of gamification in online surveys has already clearly demonstrated that applying some gamification principles can significantly increase the richness of spontaneous data and participant engagement, as well as the time that participants take to complete a survey. It is obviously appreciated that consumer engagement is critical for ensuring completion rates, reducing boredom within survey and also for panel membership moving forward, but the primary consideration and focus when designing any research survey has to be on accessing reality for the consumer and hence data validity.
Paolo Antonetti and Stan Maklan, International Journal of Market Research, Vol. 57, No. 1, 2015
Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives. In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap.
Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences.
Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014
This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.
Euromonitor Profiles, January 2015
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the food market.
Ben Leet and Edward Appleton, Research on Warc, January 2015
This article explores the argument that mobile research gives more accurate insights than online research, with a three-stage study reaching the conclusion that it does.
Stephen Whiteside, Event Reports, Ad Age Data, October 2014
This event report discusses how Kraft, the food group, has aimed to address three data integrity issues which are common across the advertising ecosystem.
Samantha Hogan, Jenni Romaniuk and Margaret Faulkner, International Journal of Market Research, Digital First, January 2015
Brand attributes play an important role in tracking customer-based brand equity. Therefore researchers need an effective approach for eliciting attributes.