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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.

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 Company Profile from Euromonitor provides key details and analysis of Danone. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the packaged food market.

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.

Case Study

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

Research Paper

This article explores how ITV, a UK commercial broadcaster, used a proprietary implicit research tool to demonstrate why financial brands would benefit from a continued partnership with the network's soap operas.

Article

This article outlines the steps required to create truly effective advertising, such as including a reason to purchase, brand recognition, pretesting and amending - and, not least, thinking of the long-term strategy.

Case Study

This case study describes how Samsung, an electronics and technology manufacturer, sponsored Netball to drive brand engagement in Australia.

Case Study

This case study describes how Sony, the Japanese technology brand, increased brand consideration and preference for their new Z3 smartphone in the UK, through an experiential stunt that showed a day in the life of a Sony user.

Case Study

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Research Paper

This paper seeks to shine some light on the application of artificial intelligence (AI) algorithms, widely thought to be the 'future of marketing' and suggests that the synthesis and prediction possibilities will be game-changing for the insights industry.