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Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

News

LONDON/ROTTERDAM: In the eighteen months since Unilever announced the creation of its in-house agency U-Studio, it has achieved significant efficiencies in its digital marketing.

News

LONDON: Brands can’t just rely on their agencies – they need to take back control, get their hands on the keyboard, and ensure they are able to manage the brand and not just the project, according to Procter & Gamble’s Chief ...

Article

Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.

News

ORLANDO, FL: Procter & Gamble, the consumer goods giant, is seeking to "reinvent" its agency partnerships through taking certain responsibilities in-house, driving creativity, and encouraging greater integration between media and creative ...

Article

Procter & Gamble, the consumer goods giant, is seeking to transform its agency relationships across a range of dimensions.

Article

Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.

Article

For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.

Article

More and more market sectors are facing uncertainty as they become challenged from two directions: big platform-based companies on the one side and challenger brands on the other.

Article

DairyPure, the milk brand, is mapping out how best to reach millennial consumers at a time of changing tastes and habits.

Research Paper

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

News

NEW YORK: AT&T, the telecoms and entertainment company, found in research that it has high consideration levels for categories it does not currently trade in, a positive outcome for an “elastic” brand active in a growing number of ...

Article

AT&T has successfully extended its brand portfolio beyond telecoms to include a growing range of digital services and media properties.

Research Paper

This study focuses on individual choices made about what ideas to show clients in the absence of copy testing; it examines the decision-making heuristics employed by a global advertising agency.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

News

BEIJING: JD.com, the Chinese e-commerce business, is more than just a sales channel for brands – it is also a brand-building platform, according to its founder.

Article

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.