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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.

News

CANNES: Marketers must push harder to advance gender equality both in their creative work and across the industry at large, according to Marc Pritchard, Global Brand Officer at Procter & Gamble.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured.

Article

This article introduces the ANA's new chairman, Marc Pritchard, whose work at P&G demonstrated his driving belief: that marketing and advertising has a responsibility to do good.

Article

This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

Research Paper

Can a brand's "health" be associated with a company's advertising-spending patterns? The authors of the current study applied their own definition of a "healthy brand"—a brand that "experiences sustained year-on-year growth in brand sales over the long term" (Mirzaei, Gray, and Baumann, 2015)—to a model that builds on earlier brand-performance and ad-budgeting theories.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

Article

This event report describes how Whirlpool Corp., the American manufacturer and marketer of home appliances, struggled with brand alignment at the same time as its washing machine brand – called Whirlpool – suffered from identity confusion.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.

Case Study

This case study describes how Amway, the largest direct-selling company in Japan, used a corporate campaign to improve their brand image.

Research Paper

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct.

Research Paper

Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Research Paper

How do sporting-event attendees visually or cognitively process sponsorship? In the context of a professional tennis event, the current study examined attendees' visual processing and need for cognition in sponsorship processing.

Article

This article argues that as change within markets accelerates, big data can help marketers better understand what is happening and what impact their communications are having.

News

LONDON: The fashion for adding corporate branding to the campaigns of individual brands – pace Unilever and Procter & Gamble – runs counter to consumers' desire for brands offering a human dimension, a leading industry figure has argued.

Article

This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.

Article

This article explains research into the impact of PR on corporate reputation, and how this feeds into sales, and recommends that brands pay more attention to PR.

Article

This event report considers some of the common mistakes companies make when using the LinkedIn professional networking platform.

Article

This Company Profile from Euromonitor provides key details and analysis of Doctor's Associates Inc, the owner of brands including Subway.

Research Paper

A positive corporate reputation held by customers is important for both financial and customer outcome variables.

Article

This article explains how to engage in brand valuation and demonstrates the real commercial benefit marketing delivers to a business.

Article

This article discusses the rise of the 'sharing economy', which is enabled by increased levels of global connectedness, and explains its attractiveness to venture capitalists.

Research Paper

This paper explains how qualitative research was used to expose 'prejudice-without-knowing' during work for a Dutch bank.