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BEIJING: As voice-activated speakers start to gain traction with consumers, FMCG giant Nestlé has introduced a Nestlé-branded smart speaker in China as a way of providing reliable and credible information to consumers.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

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.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, developed a community action platform for youth in the Middle East thus increasing its brand equity.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Case Study

This case study shows how CenturyPly, a plywood trader in India, increased sales by creating a social media campaign focused on its carpenters' hardships and talents.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

Case Study

This case study describes how Coca-Cola created a purposeful community improvement platform as a way to win more brand love and affinity with teens and youth in the Middle East.

Article

This article criticises the trend of bolt-on CSR, arguing that it reeks of insincerity if it fails to meet marketing needs and corporate image - the area in which purpose becomes extremely powerful for a brand.

Research Paper

This article considers the Advertising Research Foundation's initiative 'How Advertising Works', which aims to provide research-based insights that can improve advertising and ROI.

Research Paper

Researchers suggest quantification of qualitative data as an innovative approach to knowledge creation.

Article

This essay argues that the goal of marketing communications should be to focus on online human engagement and emotion via brand anthropomorphism and employee connectivity to create a genuine human-brand relationship.

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.

Research Paper

Companies that develop new products by collaborating with consumers across online and social media channels often communicate about this form of product co-creation through advertising.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

This article uses consumer research in the UK to demonstrate how tech brands can use content marketing to reduce customer churn, improve brand perception and build trust.

Research Paper

Sponsorship activations can differ either according to their focus (on the brand versus on the event), or their scope (promoting a product versus a corporate image).

Article

This Company Profile from Euromonitor provides key details and analysis of Royal Bank of Scotland. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the financial services market.