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Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

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

Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.

Research Paper

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.

Research Paper

This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.

Research Paper

Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Research Paper

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

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 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

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.