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News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

News

NEW YORK: Ecological causes are among the most common drivers of corporate social responsibility (CSR) programs, and consumer responses to these efforts are often rooted in hope or fear, according to a study published in the Journal of Advertising ...

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

News

NEW YORK: Advertising intensity is a powerful driver for the success of corporate social responsibility (CSR) initiatives, according to new research published in the Journal of Advertising Research (JAR).

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

News

NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

News

MUMBAI: Global FMCG company Procter & Gamble has announced that it will source as much as US$30 million from women-owned businesses across India in the coming three years.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.

News

NEW YORK: Corporate social responsibility (CSR) initiatives must address the interests of a company’s intended audience to fully support the high-minded intentions of the sponsoring service, a paper in the Journal of Advertising Research ...

Research Paper

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

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

News

HONG KONG: A significant proportion of consumers in Asia Pacific weigh up a brand’s ethics when making purchasing decisions and believe businesses have a responsibility to do social good, according to a new regional survey.

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

Branded content provides a challenge for marketers to align its measurement with traditional metrics across television and digital platforms.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.