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Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

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.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Case Study

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

Opinion

With the number of overseas Chinese tourists predicted to rise exponentially by 2023, PSI’s James McEwan takes a closer look at the new Chinese travel market.

News

BEIJING: With Chinese consumers now making up almost a third of all luxury purchases globally, premium brands are having to turn their minds to China-specific engagement strategies.

Article

Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.

Research Paper

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

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

News

HONG KONG: Affluent Chinese women have a different take on luxury from women elsewhere in Asia Pacific and even within this segment, Hong Kong women can have very different views from their mainland counterparts, research suggests.

Article

31% of global spend on luxury items came from China in 2017 – this article outlines how brands can ensure their luxury brand connects with Chinese consumers in the e-commerce age.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

Case Study

Imitating a perfume brand helped Gain, the US detergent brand, communicate the scent value of its Gain Flings product and increase sales in the US.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

News

NEW YORK: Luxury brands need to invest in brand building if they are to address changes in consumer perceptions and desires, new research suggests.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.

News

SHANGHAI: Sales in China’s luxury goods sector surged ahead in 2017, growing six times faster than in 2016, driven in large part by the spending habits of millennials, according to a new report from Bain.

Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

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'.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

News

MELBOURNE: Australia’s luxury retail industry is growing at more than 10% a year, with two thirds or more of all spending coming from Chinese shoppers.