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Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

News

Cultural differences between East and West play a significant role in how consumers approach the beauty category, according to two academics, who report that societal norms in the East exert greater pressure on buyers.

Research Paper

Patients seeking medical care are traveling greater distances for treatment. The globalization of health care has given rise to a thriving global medical services industry.

Article

New research indicates that Asian countries have different attitudes toward beauty than Western markets.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Case Study

Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

Oath, a publishing company, launched a global campaign to better understand how brands can take advantage of the drivers behind Brand Love.

Article

Highlights the benefits of personalization in B2B marketing and provides tips from IBM on how to improve personalization in B2B sales messages.

Article

With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.

Opinion

Sonja Wessel, Senior Manager, International Marketing Communications at Deutsche Telekom, reveals how the telco’s brand positioning evolved into a force for good in developing a deeper understanding of dementia and its causes through its Sea Hero Quest game.

News

GLOBAL: The most effective campaigns put some serious thought into what technology can help them achieve, such as building emotional equity, rather than simply using tech for tech’s sake, according to a WARC study.

News

NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Article

Deutsche Telekom, Channel 4, Suzuki, Disney, and Warner Brothers are among the brands that shared their learnings from the WARC Media Awards.

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.

Article

Marketers can help trigger inspiration within themselves by being aware of the three elements which combine to create it.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Case Study

Deutsche Telekom, the German mobile operator, used a smartphone game to support research into dementia and improve its brand image.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.