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Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

Article

Looks at the decision to 'go dark', scale back or eliminate the advertising budget, and both the short- and long-term implications this can have for brands.

News

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

News

LONDON: A growing number of companies are mulling introducing redeemable incentives and forming partnerships to protect data in order to secure user consent for personal information ahead of the General Data Protection Regulation’s coming ...

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

This article reports on differences observed when asking a simple polling question in a traditional way—that is, asking respondents for predictions about their own voting behavior versus asking respondents for predictions about a friend's voting behavior.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Research Paper

In this article, we report the results of a study that tested a values-based method of predicting political election results.

Research Paper

Many public opinion polls report a mythical margin of error. These reported margins of error are calculated on the basis of a nonexistent (fictitious) dichotomous poll question and are completely unrelated to the actual question responses in a poll.

Research Paper

A non-traditional methodology of polling in small areas, called bellwethers, improves the accuracy of forecasts drawn from a large area.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

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

Article

Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Research Paper

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

Research Paper

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.