Research Paper
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Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32
Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.
Article
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Colin Grimshaw, Admap, March 2018, pp. 3-3
Introduces a series of papers on how benchmarking can improve marketing performance.
Article
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Fiona Blades, Admap, March 2018, pp. 27-29
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
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27 February 2018
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
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Euromonitor Profiles, January 2018
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
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Euromonitor Profiles, December 2017
This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.
Article
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Euromonitor Profiles, December 2017
This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.
Research Paper
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Caroline Smiley and Fiona Blades, ESOMAR, Big Data World, November 2017
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
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Euromonitor Strategy Briefings, October 2017
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
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European Association of Communications Agencies, Gold and Silver, 2017
Icelandair, an Icelandic airline, created the Icelandair Stopover Buddy service to convince travellers across Europe to fly with its airline, despite big challenges.
Article
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Euromonitor Profiles, September 2017
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
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Euromonitor Profiles, September 2017
This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.
Article
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Euromonitor Profiles, September 2017
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
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Fiona Blades, ARF Experiential Learning, Audience Measurement, June 2017
This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.
Article
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Stephen Whiteside, Event Reports, Collision Conference, May 2017
This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.
News
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02 May 2017
NEW YORK: Negative perceptions of United Airlines' corporate reputation increased 500% following the April 9 passenger incident, according to new research.
Article
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Fiona Blades, WARC Best Practice, March 2017
This article explores how to implement a media strategy capable of stretching across all types of media touchpoints, paid, owned, and earned.
Article
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Euromonitor Profiles, February 2017
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
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Euromonitor Profiles, October 2016
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
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Catherine Moger Rickwood, Caroline Smiley, ESOMAR, Congress, New Orleans, September 2016
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
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Cannes Creative Lions, Creative Effectiveness Lions, 2016
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
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Effie Worldwide, Finalist, 2016
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
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Catherine Rickwood and Caroline Smiley, ARF Experiential Learning, Audience Measurement, June 2016
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
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Abas Mirzaei, David Gray, Chris Baumann and Lester W. Johnson, Journal of Advertising Research, Vol. 56, No. 2, 2016, pp. 169-182
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
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Fiona Blades and Ralph McDevitt, Admap, March 2016, pp. 10-12
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.