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Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Article

This paper explores best practices for using music to build a brand – one of the least understood elements of brand building.

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.

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

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

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 Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study describes how chocolate brand, Cadbury's Mandolin, used social media to launch a two-bar variant to young people in Egypt.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, increased brand affinity in Morocco by creating a family-focused cooking show.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Case Study

This case study describes how soft drink brand Pepsi used footballer Mo Salah in a TV and digital campaign to change its brand message and relaunch a SKU in Egypt.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

News

BEIJING: China’s parents are starting to embrace the notion of having more than one child, a development which may require brands to reconsider some aspects of their current marketing approach, new research suggests.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

News

BEIJING/SHANGHAI: Suning Retail Group is betting up to $2bn on TV rights to show soccer from around the world in China, in a move that could deliver the company a near monopoly on the growing sport at home.

Article

This article explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.