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Case Study

Vitamin supplements brand Blackmores grew sales and likeability by supporting the cause against food waste in Malaysia.

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.

Research Paper

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

Case Study

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

News

Brands representing 20% of the plastic packaging produced globally are among signatories to a new United Nations commitment to eradicate plastic waste and pollution.

Opinion

Sustainability is a point of focus for the world’s biggest advertiser. WARC's Geoffrey Precourt explores how P&G’s chief brand officer is working with the ANA and Cannes Lions to make it an industry priority, too.

Article

Levi Strauss & Co., a clothing company, quietly announces its measures to address gun safety in the US.

Case Study

Backus, a brewery, organised an event with digital influencers from South America, helping to improve brand/influencer relationships and spurring future projects.

Case Study

Ananse, a fragrance technology company, invented a way for a book to repel disease-transmitting mosquitoes to limit the spread of potentially life-threatening diseases among children.

Case Study

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

Article

The mattress category is not immune to disruption as new entrants offer online ease of purchase and consumers demand differentiation.

News

Consumers expect brands to be sustainable and are willing to pay more to support those that are, according to a new report from J.

Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Article

Looking into the global future of marketing, its brightest will be more challenged, and have greater influence, in the years ahead.

News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Article

Starbucks, the coffee house chain, uses local events and partnerships to enhance its brand status in Seattle, where it is headquartered.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

News

NEW DELHI: Starbucks may have grabbed headlines by banning plastic straws but one Indian state is taking further-reaching action by banning the use of all single use plastics and introducing buy-back schemes.

News

LONDON: UK banks are failing in their above-the-line efforts to promote themselves as socially responsible organisations, new research suggests, but owned and earned experiences could be a more effective way to achieve a similar outcome.

News

NEW YORK: BlackRock, the asset-management company, has provided a high-profile endorsement for organizations that pursue a clear social purpose by suggesting this type of approach, rightly applied, is critical for long-term growth.