Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Digital First, May 2017
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.
Silvia Biraghi, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 449-470
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.
Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Ron Johnston, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 423-448
This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.
Chris Archer-Brown, Julia Kampani, Ben Marder and Anjali S. Bal, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 159-172
Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.
As the UK heads to the polls on Thursday, WARC's Alan Saywood explores why pollsters got the 2015 result so wrong, and asks what they must do to put things right and work toward the accuracy that the media and the public demand.
Canan Eryigit, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 355-382
This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
Roger Mortimore, Paul Baines, Robert Worcester and Mark Gill, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 285-300
This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King’s College London and Cranfield Universities.
Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 321-334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.