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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

LONDON: A majority of young people in the UK think they have influence on their peers but few regard themselves as influencers on social media and many reject the ‘influencer’ label, new research shows.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Opinion

We’re currently living through the ‘mid-digital age’, according to Zenith ’ s Tom Goodwin, but it’s time marketers started considering the post-digital age.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

News

NEW DELHI: A sportsman’s life on the pitch is relatively short so it’s understandable that Virat Kohli would accept any number of lucrative advertising contracts, but brands might wonder if their interests are best served by being ...

Case Study

Magnum, the ice-cream brand, used a celebrity partnership along with social media and PR to improve brand metrics and launch a new product.

Case Study

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

News

NEW YORK: The proper match of a product and endorser not only can move consumers along the path to purchase but can also positively affect financial market performance, according to new research published in the Journal of Advertising Research ...

News

NEW YORK: A single facial tick, in the form of a “genuine” smile, can enhance the persuasive appeal of a celebrity endorser and may even improve perceptions of a well-known brand spokesperson whose reputation has slipped.

News

NEW YORK: Understanding the extent of celebrity “worship” among a target audience can help marketers get the most of their partnerships with brand endorsers, according to a study in the Journal of Advertising Research (JAR).

News

NEW YORK: Trustworthiness is more impactful for celebrity endorsers than expertise or attractiveness when it comes to boosting brand credibility, according to a study of the airline industry published in the Journal of Advertising Research (JAR).

Article

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

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

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.

Research Paper

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

Research Paper

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

Article

This article explores how the balance of trust between businesses and individuals might be changing with digital innovation.

Article

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.

Article

Weight Watchers, the weight-loss brand, has enjoyed success by mixing celebrity star power with the stories of consumers that have achieved inspiring results when using its service.

Case Study

Laundry brand Breeze used a digital campaign to raise awareness of, and appreciation for, its global "Dirt is Good" campaign in the Philippines.