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News

GLOBAL: Randall Rothenburg, CEO of the Internet Advertising Bureau, last week took aim at the European Union’s ePrivacy proposals, an addition to the bloc’s forthcoming General Data Protection Legislation, likening the proposals to an ...

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.

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

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.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

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

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

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.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

News

LONDON: Amazon Prime Video will broadcast practically all top-level men’s tennis in the UK, except for the four grand slam events, as the ecommerce giant outbid the ATP’s current home, Sky Sports, in a deal thought to be worth up to ...

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

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 Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

News

DETROIT: Car owners’ attraction to new vehicles remains strong, according to the J.D. Power 2017 U.S.

News

BEIJING/SHANGHAI: Suning Retail Group is betting up to $2bn on TV rights to show soccer from around the world in China, in a move that could deliver the company a near monopoly on the growing sport at home.

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 article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

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