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Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Introduces a series of papers on how benchmarking can improve marketing performance.

Article

Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.

News

NEW YORK: The decision of more than a dozen brands to sever their links with the National Rifle Association in the wake of the Parkland shootings of 17 students and teachers has increased pressure on others to dump the gun lobby as a boycott ...

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

Research Paper

Delta Air Lines, a major American airline, moved from monitoring its traditional metric to the Marketing Impact Score in January 2017, in order to improve customer satisfaction and increase profit.

Article

A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.

Case Study

Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Article

This Company Profile from Euromonitor provides key details and analysis of LATAM Airlines Group SA, the owner of brands such as LAN Argentina, Air Class, and MasAir.

Research Paper

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

News

NEW YORK: Negative perceptions of United Airlines' corporate reputation increased 500% following the April 9 passenger incident, according to new research.

Article

This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.

Article

This Company Profile from Euromonitor provides key details and analysis of Southwest Airlines Co. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the transport category.

Article

This Company Profile from Euromonitor provides key details and analysis of Air France. Included is a strategic evaluation with key facts about the Paris-based company, competitive positioning against comparative brands, and assessment of its position in the travel and tourism market.

Research Paper

This paper explains how the US-based Delta Air Lines introduced Snackables, a new report format, in order to change the perception of research within the organisation and provide increased value, without increased research spend.

Case Study

This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.

Case Study

This case study analyses how Southwest Airlines, a US airline and the world's largest low-cost carrier, developed a new brand identity in the US.

Research Paper

This paper argues that the adoption of in-market measurement techniques, as exemplified by Delta Air Lines, is essential in order for brands to keep pace with a rapidly evolving marketing environment.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Article

This article explains the uses and benefits of new techniques for measuring share of brand experience (SOE) as a more accurate metric of customers' contact with brands.