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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.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

News

LONDON: The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for, according to the head of group insight at Trinity Mirror.

Article

Turner Broadcasting Co., the media group, and Nielsen, the research firm, partnered to assess the effectiveness of six-second ads.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

Research Paper

Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.

Research Paper

We define Brand Verbal Fluency as the ability of a consumer, when cued with a product category, to name the brands he or she knows in that category.

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

Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.

Opinion

The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.

Article

The use of Google technology to identify themes in online ads can help place them in a better contextual relevance – in a process of "cognitive media targeting".

Article

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.

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

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.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Article

Explores how cognitive marketing is changing the future of marketing as a whole, by looking at an example of best practice from Havas Cognitive, and predicts the next big leap in technology.

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Research Paper

This paper forecasts what the market research industry and profession will look like 10 years from now, and how to prepare for those changes.

Article

This article examines what brands must understand about how well advertising claims coexist with consumers’ underlying associations in order to produce effective creative that is believable and relevant.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.