Get a demo Do I subscribe? News sign-up

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

Index


111 results found
Sort by

Article

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

Article

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Research Paper

This paper describes research by the Open Society Foundation (OSF), a global human rights organisation, into public opinion in Hungary during the refugee crisis of 2015, when the Hungarian government adopted a hard-line stance against refugees.

Research Paper

This study proposes that managing the marketing variables of product information, price, promotion and product distribution can mitigate the impact of negative online reviews (NOR).

News

SINGAPORE: Lego, the Danish toymaker, sees virtual reality as playing a central role in the "retailtainment" strategy it is rolling out across Asia around its Nexo Knights property.

Article

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.

Case Study

This case study reveals how a brand re-design of Müller Corner, a popular yoghurt brand in the UK, returned it to being the number one brand in the chilled yoghurt and pot dessert market.

Research Paper

This review addresses three contemporary questions on the topic of word of mouth (WOM): (1) Are WOM and online WOM the same phenomenon? (2) What kind of target is more likely to engage in brands recommendations? (3) Can ‘organic’ and ‘fertilised’ WOM have the same value/impact? Furthermore, the present work gives academics a framework for analysing the popular phenomenon WOM, and provides marketers with some best practice suggestions.

News

LONDON: Warburtons, the family-owned bakers, has been named the UK's most-chosen FMCG brand after being picked an average of 25 times a year by 86% of UK households, a new brand ranking report has shown.

Research Paper

This paper develops a framework for measuring the effectiveness of digital and social advertising in Asia.

Article

This event reports discusses the launch of Müller, a yoghurt brand, in the US, and how in-market research was used to establish its potential.

Research Paper

This study examines the effect of ad–context congruency and the moderating role of issue involvement on consumers’ responses to banner ads on blogs.

Research Paper

Online market research communities are dependent upon their members’ participation, which in turn provides market intelligence for community operators.

Research Paper

With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.

News

BEIJING: Passenger vehicle sales in China rose at an annual rate of 45.4% during January 2013, latest statistics have revealed.

Article

This report provides insight and analysis from a macro-economic perspective of M&A activity across the key consumer products sub sectors, using M&A data provided by 36 leading European companies.

Case Study

Procter & Gamble wanted to boost engagement with mothers in the UK in order to drive sales across its portfolio of fast moving consumer goods.

Case Study

Kraft was launching a Cadbury's chocolate flavoured variant of its Philadelphia Cream Cheese in the UK and needed to overcome the idea that cheese and chocolate were a bad combination.

Case Study

This campaign reinvigorated TOTAL Greek Yoghurt in the UK, by focusing on the Total 0% range.