Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...
Many leading brands are making well-publicised efforts to improve sustainability and their green credentials, but if some marketers have any lingering doubts about the commercial benefits of adopting such an approach, then a new survey should allay ...
Black Friday remains the most significant pre-Christmas shopping occasion in Europe, and as more shopping activity moves online, stores can learn from how retailers in China have responded to the evolution of Singles Day.
Many brands are failing to monetise at the shelf, with a poor shopper marketing strategy - the success of shopper marketing lies in creating an integrated idea with a clear, memorable engagement mechanic that is, at its heart, linked to purchase.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Welcome back to WARC!
We’ve made some exciting changes since your last visit, bringing you:
Latest category insights straight to your homepage