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Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Research Paper

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

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Opinion

WGSN’s Andrea Bell, head of Mindset, strategic insights, gives her views on what will be the drivers of change from a consumer point of view in 2019.

Case Study

Telco Globe Telecom used social media to publicise its social innovation programme, Globe Future Makers, in the Philippines.

Case Study

Paytm, India's leading digital wallet, used the disruptive demonetisation of two bank notes as an opportunity to grow its user base among the digitally illiterate.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Case Study

CA Technologies (CA), a software corporation, consolidated a positive reputation by unifying its communications in Latin America.

Case Study

Domino's, a pizza restaurant chain, created an online platform to promote responsible driving in the Dominican Republic.

Case Study

Kaspersky Lab, a cybersecurity company, had to shield itself from allegations of spying by providing credible interviews with the CEO to the press in Mexico and Brazil.

Case Study

Scotiabank, a multinational bank, increased brand favourability and positive reputation by creating a five-year reputation strategy and increasing communication between spokespersons and employees.

Case Study

The Business Coordinating Council (CCE), a private sector in Mexico, launched an initiative to help the victims of earthquakes in Mexico, which gathered big businesses to donate and distribute aid.

Case Study

Maltesers, a confectionary product, turned the tide on their declining sales in a saturated category by using humour to drive awareness and sales.

Case Study

Vodafone Ireland, a telecommunications company, used emotion over the long term to build brand value and resist commodification.

Case Study

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Lipton, Brooke Bond and PG Tips.

Article

Discusses the changing approach to brand architecture from brands in Asia.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Article

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

Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.