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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.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Research Paper

This paper sets out a new segmentation technique to produce consumer segments that are easily targetable by marketers, an area where traditional segmentation studies can fall short.

Case Study

This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.

Research Paper

The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.

Research Paper

Companies that develop new products by collaborating with consumers across online and social media channels often communicate about this form of product co-creation through advertising.

Article

This article advises businesses on how to utilise multi-channel analytics for personalising and managing the customer's brand experience.

Research Paper

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.

Research Paper

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.

Research Paper

This paper shows how the use of a series of micro-surveys can replace longer surveys and, in turn, tackle two problems of standard access panels: sampling limitations and survey length.

Research Paper

U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising.

Research Paper

This article reports the results of an analysis of participation across a range of leisure activities in the UK.

Research Paper

Online-video advertising is growing rapidly, yet advertisers and Web site owners might not be accounting for the potentially negative impact of these advertisements.

Research Paper

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand.

Research Paper

Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.

Research Paper

The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Research Paper

The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States.

Research Paper

This research explored whether advertisements can insult consumers by underestimating their intelligence.

Research Paper

This paper looks into the public launch and promotion of the Queensland Plan, a 30 year vision for the Australian state that was unveiled in 2013.

Article

This case study explains neuroscience research by MTV, the entertainment broadcaster, which used neuropsychological implicit association to understand how audiences felt about its brand around the world.

Research Paper

This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites.

Research Paper

This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer.

Research Paper

This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia.

Research Paper

Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates.

Research Paper

In this study, nine methods for measuring indirect importance are compared on the basis of their discriminatory power and stability.