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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

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.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

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

This study distinguishes two features of a firm’s knowledge base - breadth and depth - and elucidates their interplay in determining new product performance.

Research Paper

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Opinion

Anvar Alikhan takes a look at the brand that’s something of an embarrassment to Coca-Cola in India - even though the global giant owns it.

Article

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.

Research Paper

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.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Research Paper

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.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

Article

This article provides marketers with information and guidance about luxury brand advertising.

Research Paper

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.

Research Paper

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.

Research Paper

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.

News

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.

Article

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.

Article

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.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.