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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.

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

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This article explores views around the use of virtual reality as an advertising medium.

News

LONDON: Only half of online ad impressions served in the UK that were targeted at women actually ended up reaching them, according to a new analysis of 60,000 campaigns across 20 countries.

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.

Article

This event report outlines advice from Burger King, the quick-service restaurant chain, regarding how to become a better client.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

News

LONDON: Ad viewability in the UK rose for the first time in 9 months, spurred by a significant increase in the number of ads that met minimum requirements; however, UK viewability still lags far behind other European markets.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This article provides marketers with information and guidance about the most effective approaches to using music in advertising.

Article

This article describes the latest findings from behavioural science exploring whether people in general approve of the concept and act of nudging.

Article

In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

News

SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.

Article

This article, based on BrandZ's 2017 study of Chinese brands, covers how more Chinese brands can achieve international success.

Article

This event report looks at the use of storytelling to drive all aspects of one online wine retailer's unique business model.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

News

CANNES: Brands and agencies have become over-excited at the idea of brand purpose as a way to differentiate, several leading industry figures have argued.