Juyoung Bang, Seounmi Youn, James Rowean, Michael Jennings and Manila Austin, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 238-256
This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.
Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
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.
CHICAGO: Gen Z’s preferences tend to have significant influence on the purchase behaviors of their household, according to new research which recommends that manufacturers and retailers adjust their marketing strategies accordingly.
JC Gonzalez-Hurtado, Admap, December 2016, pp. 17-19
This article examines the trends currently affecting - and profoundly changing - the FMCG industry today, as retailers struggle to get to grips with serving customers in the wake of one of the most challenging economic periods of recent history.
Sebastian Klapdor, Eva Anderl, Jan H. Schumann and Florian von Wangenheim, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 433-442
Advertisers use multiple online channels to reach consumers over the Internet. Yet, to the current authors’ knowledge, little is known about how prior user behavior across these advertising channels can be used to predict conversions.
Owen McCabe, Admap, December 2015, pp. 34-35
This article argues that brand marketing and sales functions need to merge together in order to close the 'Anytime Anywhere Purchase Gap', and advises how to do this with activity in the four key stages of the purchase journey: discovery, planning, deciding, maximising.
Helene Mills, Admap, December 2015, pp. 10-12
This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.