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Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

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.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

News

CHICAGO: For years, Facebook's stated aim has been to "give people the power to share and make the world more open and connected", but now the social media giant is placing much greater emphasis on building communities.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Case Study

This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.

Article

This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

News

SINGAPORE: Companies that participate in corporate citizenship activities can expect a positive reaction to their brand in Asia-Pacific, according to a recent survey.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

News

GLOBAL: Colgate-Palmolive, Kellogg, L'Oréal, Microsoft and PepsiCo are just some of the leading brands to be judged as among the most ethical in the world, according to a new report that also includes several less-known names.