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News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

Research Paper

Although weather is known to impact consumer behavior and, accordingly, businesses react to weather-influenced consumer behavior, marketing scholars have not examined weather marketing as intensively as its practical importance suggests.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.

Article

This book by John Kearon, Orlando Wood and Tom Ewing builds on Daniel Kahneman’s work about System 1 and System 2 thinking to show how it can be applied to drive profitable growth.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Article

Global strategies, campaign updates and trends in the hot drinks category.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

Article

Eye level is buy level, or is it? Dr Tim Holmes used eye-tracking technology to bust a few shopper marketing myths.

Article

Reveals that 15-second ads may well be as effective as their extended counterparts and outlines several practical applications for marketers.

Article

Outlines the three steps to measuring customer experience, what to bear in mind and what to do with the information once you’ve gathered it.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

News

BERLIN: Gen Z poses a challenge for traditional financial brands, but credit card company Barclaycard found a way to engage them and discovered a serious generation focused on preparing for their future.

Article

Barclaycard, the credit card issuer, needed to find out how their payment system would fit into young people's lives.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

Choice Hotels International, a hotel franchise operating in 35 countries, used data modelling to increase its ROI.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

The British Library surveyed 3000 people in the UK to understand its potential audiences better.

News

SYDNEY: Despite falling circulations, Australian magazine publishers still have quite a lot going for them in terms of readership profiles and purchase influence, but they are failing to persuade agencies of their case, an industry figure has ...

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.