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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.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

News

SAN DIEGO: Jet.com, the e-commerce platform owned by Walmart, believes “the game is on” as it seeks to reduce the dominance of Amazon over the online retail category.

News

LONDON: Confidence in Britain’s financial institutions remains in tatters, notably in Brexit-voting areas in the North and East of the country, an indication of the falling consumer confidence in the country’s institutions generally, a ...

News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

News

SAN DIEGO: Marriott, the hotel and hospitality company, has enjoyed considerable success in leveraging Snapchat, the mobile-messaging platform, to engage young consumers.

News

LOS ANGELES: Warner Bros, the entertainment studio famous for its movie productions, is embracing short-form video as video-streaming and social platforms offer new opportunities to attract younger viewers, a company executive revealed.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

News

NEW YORK: The New York Times (NYT) has seen its global programmatic direct revenues double over the last three months, compared to the previous three, but the publisher and its clients still face some challenges in overseas markets.

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.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

Case Study

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

News

NEW YORK: America’s affluent millennials are still interested in owning their own cars in the near future, yet are changing in the long term, as close to half see themselves not owning a car at all.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.