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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

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.

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

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

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

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.

Case Study

Ambuja Cement used TV, social media and celebrity endorsement to re-establish its core benefit of "strength" in the Indian market.

Case Study

Ayurvedic toothpaste brand, Dabur Red, used a TV strategy to grow sales and disrupt buying habits in India's toothpaste market.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Case Study

The international environmental charity WildAid used a mobile game and a celebrity endorsement to help the preserve the Pangolin animal in China.

Case Study

Maybelline, a make up brand, increased sales in China by creating an interactive video campaign featuring a famous local celebrity.

Case Study

Mastercard, a financial services brand, and Starbucks, a global coffee company, collaborated on a campaign in Turkey to simultaneously increase Masterpass users and the number of customers using Starbucks' loyalty program via its app.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, used Hong Kong actor William Chan to promote the Color Sensational lipstick range in China.

Case Study

This case study details how Samsung, a technology brand, launched its new Galaxy A-Series smartphone in Vietnam, despite widespread negative perceptions of the previous Galaxy A model.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, launched its new lipstick in China with a livestream on the leading mobile purchase platform, Taobao.

Article

This article explains how two cutting-edge customer journey tools have been developed to broaden brands' understanding of the impacts of the customer journey's various touchpoints.