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Debunking six myths about the Chinese luxury consumer
This event report discusses and questions several myths about luxury shoppers in China. These include: that this group of shoppers just wants to accumulate more things, that they like direct mail, and that they enjoy flaunting their wealth.
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Celebrity in China: Five trends of influence building
Best practices and guidance on how celebrity branding influences Chinese consumers.
Sex sells in China
This article explains how marketers can use sex to grab attention in China, where taboos remain.
International Ad Forecast
Predicted advertising expenditure across 12 key markets, including China, for the next two years.
The Warc Prize for Asian Strategy
Asia's leading competition recognising great strategic thinking in marketing.
McDonald's: A Dim Jack Hi-Jack
This case study describes how McDonald's reintroduced the character Dim Jack in a new form in order to create buzz around the brand in Hong Kong.
Visa Rental Bike
This case study describes how Visa engaged Chinese customers to use their cards abroad through a rental bike scheme that would allow them to explore cities off the beaten track.
Lifebuoy: Anti-bacterial Red Packet
This case study describes how the anti-bacterial soap Lifebuoy used innovative packaging to put itself at the heart of the celebrations surrounding Chinese New Year.
Uni Noodle: House of Little Moments
This case study describes how Uni-Noodle, the Taiwan-based instant noodle brand, developed an emotional connection with young customers.
How to create engaging video advertising In Hong Kong
This piece explores how brands can build creative video advertising for the Hong Kong market which boost viewer engagement.
How Nike adapts ‘Just Do It’ to work across cultures
This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.
Exploring Luxury Value Perceptions in China: Direct and indirect effects
Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.
Capturing and understanding dwell time on newspaper websites
This article argues that online and mobile news sites must consider dwell time as an important metric for understanding and targeting its core audience of committed readers.
Forces of change: Chinese consumer spending in 2016
This article explains how China's fast growing upper class, brand-savvy millennials and booming e-commerce sector are set to drive consumer spending trends in 2016.
Using Greimas' semiotics in ethnic consumer research
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
Point of view: Is Singles' Day good for brands?
This article asks whether Singles' Day, China's e-marketing event offering steep discounts to consumers, is good for brands.
A demonstration of structural choice modelling in a market research context
Grounded in random utility theory, discrete choice experiments (DCE) have proven to be effective in uncovering consumers' choice preferences and switching patterns for repeated choice.
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