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Research Paper

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

Case Study

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

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

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.

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.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

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.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

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

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Case Study

This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together.

Case Study

This case study describes how financial services company Charles Schwab, joined with news network CNN’s anchors to create a multimedia content series to gain the attention of the hard-to-reach investor audience in the US.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Article

This article examines how brands can build awareness and increase loyalty through effective sponsorship.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Research Paper

These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Article

This article looks at global sponsorship, which is forecast to rise 4.5% to $62.8 billion globally in 2017 - some 6% of global marketing spend.

Article

This event report covers attempts by FedEx, the delivery company, to utilise brand journalism as a means of securing deeper engagement.