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Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

News

LONDON: Young British people aged 16 to 25 are the unhappiest generation in a decade, with their sense of wellbeing at its lowest ebb since the Prince’s Trust charity first started measuring young people’s emotional health in 2009.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Collaborations with Jaguar Land Rover and supermarket giant Asda saw Northstar Research adopt the reality TV formats The Apprentice and Come Dine with Me to produce in-depth customer insights.

Case Study

Lean Cuisine, a brand of frozen meals sold in the United States and Canada, stopped its sales decline by redesigning its packaging to fit the modern health and wellness segment.

Case Study

Danone, a food company, designed colourful, hand-drawn pots for its new 'Light & Free' range of yoghurts, to stand out in the diet yoghurt category.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Case Study

R & R Tofu, the British tofu company, created its own brand, the Tofoo Company, to successfully target both people cutting down on meat and vegetarians.

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.

Case Study

Stonemill Bakehouse, a Canadian bakery, understood and connected with consumer values to better sell its bread in Ontario.

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.

Article

Sustainability and CSR remain embryonic in Thailand, so marketers must think outside the box to engage Thai consumers.

Article

This article explains how brands can best connect with Thailand's aging consumers, including consumer trends and social media habits (LINE).

News

SHANGHAI: Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity is essential, according to a senior agency figure.

News

LONDON: Brands are missing out on huge potential opportunities if they insist on pigeonholing female Baby Boomers who control a huge amount of discretionary spending, according to a new study.

Case Study

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

Gen Z is the last generation of the twenty-first century and is set to enter the workforce by 2020.

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

News

GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.