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Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.

Article

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

Article

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

Case Study

The Nomadic Dairy Company redesigned its packaging and created an umbrella company to promote its products through a new brand name, to increase growth in the UK.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Research Paper

Explains how using a combined data approach can achieve a more realistically varied estimation of customers' needs than can be gained with segmentation matching.

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.

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.

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.

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.

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.

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.

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).

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.

Gunn Report

Contains the campaign video of 'Rabbit Race' for Media Markt by the agency Ogilvy in Germany.

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.