NEW DELHI: Coca-Cola India is determined on returning to double-digit growth through expanding its portfolio of drinks, greater segmentation and significantly increasing its fruit-buying capabilities, the head of the company has said.
Carmen Abril, Joaquin Sanchez and Teresa Recio, Journal of Advertising Research, Digital First, May 2017
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.
This article claims that many marketers take an unsophisticated approach to key account management, even though the majority of their business comes from a few big customers, and identifies five steps they can take to improve their efforts.
Kyung-Ah Byun, Doori Song and Mikyoung Kim, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 207-226
Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.
Damien Renard and Denis Darpy, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 173-181
To encourage viral spread, companies attempt to create captivating and compelling online games. The current research examines the effects of requiring players to use skills when playing games versus rewarding players who recommend games to others.
Canan Eryigit, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 355-382
This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.
Chunyu Li, Ling Peng and Geng Cui, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 335-354
This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.
Robert East, Jenni Romaniuk, Rahul Chawdhary and Mark Uncles, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 321-334
This paper measures how the impact of positive and negative word of mouth (PWOM, NWOM) is related to the receiver’s intention to purchase brands, using shift in the intention to purchase as the measure of impact.
SHANGHAI: Chinese businesses are placing growing importance on brands, a new study says, as they look to move away from a focus on price and address the challenges posed by a consumer society and overseas expansion.
This article explores key insights on brand architecture, or the organisation of a brand portfolio, highlighting methods and techniques to maximise the value of a portfolio while keeping clarity for consumers and employees.
Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017
This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.