Juyoung Bang, Seounmi Youn, James Rowean, Michael Jennings and Manila Austin, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 238-256
This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.
NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.
Yoon-Joo Lee, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 422-435
This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.
NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.
European Association of Communications Agencies, Finalist, Euro Effies, 2016
This case study details how the German car manufacturer Audi regained strength in the premium SUV segment in France, Germany and Italy, by adopting an aspiring campaign idea: 'greatness starts when you don't stop'.
LOS ANGELES: Chase, the financial services provider, has effectively encouraged Chinese American consumers to use its digital tools through a campaign based around "mastery" and obtaining greater control of their money.
LOS ANGELES: Western Union, the money-transfer company, has driven a significant increase in awareness for its digital services through content based around consumer passions, as well as rigorous testing.