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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

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

News

HONG KONG: Fast food chains across Asia-Pacific may have to tweak their offer to tackle an obesity epidemic for which their customers hold them at least partly responsible, a new survey suggests.

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

News

LONDON: UK regulators introduced tough new rules at the weekend that ban ads for products high in fat, salt or sugar (HFSS) in all children's media, including Facebook and other social media platforms.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study shows how KFC, the fast food brand, created a humorous fake 'clean eating' campaign to successfully launch its newest product in the UK.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

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.

Article

This event report explores the development of DeepMind, the London AI startup bought by Google in 2014, on the applications of their powerful technology.

Case Study

This case study describes how the British healthy chocolate brand, Seed and Bean was rescued by a rebrand that emphasised the brand's ethics, and tripled sales over two years.

Article

This article examines how brands can acknowledge and support active and retired members of the military, suggesting a number of ways other companies can get involved.

Article

This event report explains how Nestle, the multinational food and drink company, is changing its corporate culture to keep up with technological advances.

Research Paper

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme.

Research Paper

This paper reports on a study of the public perceptions of market research, based on a survey with people from the UK, the USA and Germany.

Article

This article covers how Lush Cosmetics uses its strong brand purpose to create relevant and engaging social media content – all while spending zero dollars on advertising.

Article

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Research Paper

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

Opinion

Philosophy defines altruism in different ways, however most definitions will generally revolve around describing altruistic behaviours as those that benefit others rather than oneself.

Article

This article argues that brands must respond to consumer concerns about personal data by being transparent and passing as much control as possible back to users.

Research Paper

This paper explains efforts to introduce a brand metric capable of scientific rigor in measurement, with demonstrable relationships to business growth, and capability to be managed.

News

LONDON: Pragmatic UK businesses are offering a range of halal products and services, ranging from greetings cards to gym memberships, aimed at meeting the requirements of Muslim consumers.

Research Paper

The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, "Consumer's Online Brand-Related Activities" (Muntinga, Moorman, and Smit, 2011).

Research Paper

This paper uses the experiential marketing concept to explain some of the motivations for socially responsible consumption.