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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.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

Global strategies, campaign updates and trends in the cleaning products category.

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.

Article

360i, the agency, has helped brands such as HBO and National Geographic create compelling voice apps that successfully engaged consumers.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Article

Provides insights from the 2018 Mobile World Congress (MWC), which discusses the age of hyperconnectivity, issues such as the 4th Industrial Revolution (thanks to 5G) and the application of Artificial Intelligence.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Case Study

Saltwater Brewery, a microbrewery in South Florida, created edible plastic rings for its beer packaging to help highlight the unnecessary danger that standard plastic rings cause to wildlife.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

Coca-Cola, a carbonated drinks brand, increased sales in Egypt by creating a national hymn to football that enticed the country's youth to get reacquainted with the national team.

Case Study

Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

Research Paper

Many crowdfunding platforms allow developers maximum flexibility in terms of the number and types of rewards offered in a project.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

Case Study

Soft drink brand Fanta pranked the internet to engage with teens for a Halloween campaign which drove significant sales uplift across Western Europe.

Research Paper

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Opinion

The  General Data Protection Regulation (GDPR) is due to be implemented across the European Union today, 25 May 2018.