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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.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

BRUSSELS: Global brands have made major changes, or are planning to make extensive changes, to their media governance practices across a wide range of areas, according to a new study.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Research Paper

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

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Article

This article provides a summary of how Header Bidding works, its benefits and drawbacks and best practices for how agencies and marketers can leverage Header Bidding to achieve their campaign goals.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

News

NEW YORK: America’s affluent millennials are still interested in owning their own cars in the near future, yet are changing in the long term, as close to half see themselves not owning a car at all.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used a multichannel spoiler campaign to redirect attention away from rival Orange to its own offer.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

News

MELBOURNE: Many Australians are struggling to save enough for their retirement, but one superannuation fund is keeping the issue front of mind with a focus on storytelling and customer rewards.

Research Paper

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This event report outlines how PNC, the financial services group, approaches sponsorship.