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Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Research Paper

This study investigates the optimal advertising-allocation rules for sequentially released products. The authors used both analytical and empirical approaches to derive and validate the rules using theatrical prerelease, postrelease, and DVD advertising and sales data in the movie industry.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Article

This study suggests that, in addition to willingness, ability is a relevant and important dimension of self-service technology (SST) acceptance and, going beyond prior studies’ exclusive focus on willingness, develops an SST acceptance model that captures both consumer ability and willingness to use such technologies.

Article

The advertising and media industries face a growing talent crisis, a situation resulting in large part from inadequate educational efforts at the college level.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

Giving free game items to mobile users through in-app reward advertisements could generate a sampling effect and increase the probability of users making in-app purchases.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

In this viewpoint, the author argues there are parallels between Kodak’s inability to take advantage of the shift from print to digital and the current state of the market research industry.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Article

To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Article

The advertising and marketing sectors are facing a talent "crisis" as millennials look to other industries regarded as offering careers with both greater remuneration and a clearer sense of purpose.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

News

NEW YORK: Authoritarian regimes often borrow from advertising and marketing to forward their agendas, with China and Russia currently demonstrating this theory in practice, according to a paper published in the Journal of Advertising Research ...

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Research Paper

This paper explains how Exterion Media and COG Research studied the immersive environment of the London Underground to understand how it is influencing the way in which Transport for London customers engage with advertising.

Research Paper

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.