Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Yanyu Wang, Lingling Pei and Zhengxin Wang, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 655-670
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.
Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 671-690
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.
Yener Girisken and Secil Hasegeli Yagli, ESOMAR, Congress, 2017
This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.
Jon Puleston, ESOMAR, Congress, 2017
This paper is a summary of analysis of an international database of over 30,000 polls from 473 elections between 1936 and 2017, to assess accuracy trends within opinion polling in light of recent criticism.
Kathryn A. LaTour, Michael S. LaTour and Brian Wansink, Journal of Advertising Research, Digital First, August 2017
This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.
Nicholas Burton and Simon Chadwick, Journal of Advertising Research, Digital First, March 2017
Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.
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.
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.