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Research Paper

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Research Paper

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research.

Research Paper

As LGBTQIA+ people in western societies get more comfortable publicly identifying as part of the LGBTQIA+ communities, research projects are increasingly collecting data related to such orientations.

Research Paper

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

Research Paper

The use of bot messaging, that being artificially created messages, has increased since 2010. While not all bots are bad, many have been used to share extreme and divisive views on a range of topics, from policy discussion to brand electronic word of mouth.

Research Paper

This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations' environmental messages on perceived communication motivation and how this perception prompts audiences' affective and cognitive responses.

Research Paper

Attitude toward the ad is an important construct frequently measured in advertising and marketing research.

Research Paper

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands.

Data

An overview of subscription video-on-demand (SVOD) audiences aged 55+.

Article

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

Provides guidance and information on a much discussed and increasingly relevant topic of dwell time, or the length of a user's exposure to content.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Article

Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

Data

An overview of B2B marketing budgets.

Article

Advice on how advertisers can capitalise on the mobile esports opportunity.

Article

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

Article

At Mumbrella’s Bespoke conference, QMS Media and Neuro-Insight share why marketers should focus on the power of digital out-of-home (DOOH) creative and its ability to deliver better business results.

Article

Global strategies, campaign updates and trends in gaming.

Opinion

As India slowly recovers from the pandemic, Carat Media’s Grashima Sahni looks at how brands are preparing for the upcoming festive season and what they can do to win it.

Article

Looks at the attitudes of consumers towards the topic of sustainability and discusses actions that brands can take to cater to the increasingly environmentally conscious consumer.

Opinion

A misunderstood part of the advertising business, between tech advances and raw necessity, the production of advertising is undergoing a supply chain disruption  –  Faris Yakob considers the situation.