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Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Case Study

This case study shows how SPC, a food brand, increased sales by quickly reacting to a food scandal hitting Australia and putting local farming families at the front of their campaign.

Research Paper

This paper addresses the issue of social media content marketing – designing brand content that is shared with consumers via social media - in relation to Facebook and in the context of consumer engagement.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Article

This article explores the rise of 'daigou' (shoppers who buy Australian brands to re-sell in China) as a powerful shopper segment in Australia and offers advice for building a daigou engagement strategy.

Article

This article considers how the omnishopper experience has meant that a smaller number of 'everything' retailers will dominate the commodity market, while consumers develop category-specific relationships with specialists.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Case Study

This case study details how Toyota, a car manufacturer, reinvigorated its RAV4 compact SUV brand in the Australian market.

Case Study

This case study describes how Aldi, the German discount supermarket, used the 'Supermarket Switch Challenge' on Australians, embracing hate to convert thousands of shoppers.

News

SYDNEY: Print magazines are experiencing readership growth in Australia, driven largely by interest in the Food & Entertainment category, and, in particular, by the effort of leading supermarkets.

Case Study

This case study shows how First4Adoption, an adoption information service in the UK, created a real life family benefits campaign to increase adoption levels.

Case Study

This case study describes how SPC, the largest fruit processing company in Australia, launched the #MyFamilyCan initiative to increase brand consideration and sales.

Case Study

This case study describes how SPC, the largest fruit processing company in Australia, launched a four-day campaign on social media to turn Australians' brand love to purchases.

Article

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Article

This article introduces a series of papers on marketing retail and its inherent challenges, including digitisation, omnichannel expectations from consumers and low-cost competition.

Article

This article argues that marketers should not view e-commerce and brick-and-mortar as distinct and separate - using the example of US fashion retailer Kenneth Cole, it shows that consumers expect a seamless experience.

Case Study

This case study describes how a P&G home hair colour brand, Nice'n Easy, used a Facebook platform to drive brand awareness and sales/share among Australian women.

Research Paper

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables.