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Research Paper

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.

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.

News

SINGAPORE: PropertyGuru, the Singapore-based real estate site, claims to have increased its media effectiveness by almost one third through the adoption of a continuous measurement approach to brand equity.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

Research Paper

The use of emojis as an alternative to text in mobile surveys has been examined for its potential to improve engagement without reducing data quality.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Article

Explains how brands are increasingly developing scent marketing programs to appeal to the powerfully influential sense of smell.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Research Paper

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Global beauty brand Lux achieved an increase in imagery scores in India with its Lux Golden Rose Awards event.

Case Study

e-bolighandel, a digital platform where banks, real estate agents and lawyers co-operate on the sale of real estate, convinced lawyers in Denmark to sign up for the solution by sending them return mail showing them the real estate market has moved.

Case Study

Godrej Infinity, the Indian residential project, increased leads for its properties through rich media banners on mobile in India.

Case Study

Godrej Properties, an Indian real estate company, increased interest in its property by creating a livestream on Facebook to bring the experience of a property viewing to its target.

Case Study

Godrej Properties, an Indian real estate brand, reconnected with its target audience by using a Facebook chatbot to act as their personal property expert.

Article

This Company Profile from Euromonitor provides key details and analysis of LEGO Group. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Research Paper

This work investigates under what circumstances a television campaign should be complemented with online advertising to increase combined reach.

Research Paper

Advertising is evolving rapidly as digital and mobile technologies continue to develop. These platforms offer consumers unique experiences and a diverse selection of content.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Case Study

Online lettings agent Goodroom introduced ‘break up insurance’ with a PR campaign to encourage more Japanese couples to live together before marriage.