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Research Paper

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.

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.

Article

Global strategies, campaign updates and trends in the clothing and apparel industry.

News

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.

Research Paper

More than 100 years ago, the term conspicuous consumption was coined. In the economist tradition, emphasis was always on the demonstration of wealth, income, and status by material purchases.

Research Paper

This article describes how machine learning was used to research mood states and digital activity when buying chocolate to build contextual profiles for the purpose of programmatic media buying.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

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.

Research Paper

Taking the case of China, this paper examines the relationship between different luxury value dimensions, and explores how these affect consumers’ purchase intentions.

Article

This article suggests 5 steps to developing a flexible, adaptable strategy for e-commerce, through insight that creates a solid case, and constant improvement.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Research Paper

This article reveals the findings of a study of the path-to-purchase and the shopping behaviours of buyers of personal notebooks and tablet computers on different online channels.

Research Paper

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.

Article

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.

Article

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.

Research Paper

This paper explains how the complexity of the typical purchase journey is contradicting the current methodology of shopping research and introduces a new model to fix this issue.

Article

This report argues that diaper and formula markets are significantly influenced by word of mouth, therefore a deep understanding of what drives product choice is critical.

Article

This article explains how brands can use behavioural economics to be more successful.

Research Paper

Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making.

Research Paper

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

Research Paper

This paper looks at how culture can influence consumer decision making and how applications of behavioural economics can be adapted for the Asian context.

Research Paper

This paper reveals some of the insights gained from a study that used a mobile instant messaging app (WeChat) to collect consumer data in China.