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Research Paper

This paper examines the effectiveness of survey gamification techniques in Asia to see how cultural differences affect the way people play the games.

Opinion

In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

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.

Research Paper

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Article

This article summarises Warc's latest adspend forecast for India, extending to 2016 and 2017.

Research Paper

Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences.

Article

This article looks at how rapid change in Indonesia is having major implications for brands, and establishes three key 'weapons' that can accelerate growth.

Research Paper

The main objective of this paper is to understand user interaction behaviour on social networking sites (SNS), and to investigate cultural influence on acceptance and use behaviour.

Research Paper

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

Research Paper

All theory is based on a set of seminal concepts and empirical research that are assumed to be replicable and inviolate over time.

Article

This article gives 10 tips for brands migrating from West to East or vice versa, and also shares a case study from fashion retailer Gap China.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Research Paper

In 1899, Thorstein Veblen introduced socially contingent consumption into the economic literature. However, it was not until recent years that empirical studies of his theory begin to appear in mainstream economic literature with diversified conclusions.

Research Paper

There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.

Article

This event report summarises the presentations and papers from ESOMAR's Asia Pacific conference 2015, which covered a broad range of market research themes and conclusions.

Research Paper

This paper reports on survey research exploring the impact of language on market research findings among bi-lingual consumers in the Chinese diaspora in five different countries.

Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

Research Paper

This paper looks at how culture can influence consumer decision making and how applications of behavioural economics can be adapted for the Asian context.

Research Paper

This paper analyses the changing role and status of women in India and what their emerging identity means for brands.

Article

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.

Research Paper

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Research Paper

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

Research Paper

Humorous advertising has been considered an effective technique to increase viewers' positive responses.