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Case Study

Budweiser, a beer brand, launched a TV commercial at the Super Bowl 2017 to reconnect with its target and increase brand relevance in the US.

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

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

Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested.

Research Paper

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

Case Study

Leon’s, the Canadian furniture retail company, repositioned its furniture as being part of the family to drive sales.

Article

This Company Profile from Euromonitor provides key details and analysis of Avon Products.

Article

This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.

Article

Describes how an effective use of data has helped NASCAR, the US racing company, and IBM, the US technology company, discern the keener insights about consumer behavior and improve business outcomes.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Under Armour.

News

GLOBAL: Campaigns from Land Rover, LEGO and Stella Artois are among the 19 papers that have been shortlisted in the Effective Use of Partnerships & Sponsorships category in the 2017 WARC Media Awards.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Research Paper

The Bill and Melinda Gates Foundation, a private foundation founded by Bill and Melinda Gates, used research to generate demand for Voluntary Medical Male Circumcision in Zambia and Zimbabwe, to help tackle their HIV epidemic.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Convenience store 7-Eleven increased top-of-mind awareness in Malaysia by leveraging the 2016 Euro Cup with a Facebook contest.

News

TOKYO: In a bid to raise its global profile, Japanese e-commerce company Rakuten is splashing heavily on overseas sports teams as it capitalises on the NBA’s introduction of jersey sponsorships.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

Yunyi Guokai (Shanghai) Sports Development Ltd, a business consortium, used a PR strategy in the UK and China to generate positive media coverage of its acquisition of West Bromwich Albion FC.