Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018
Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
John Kiser and Narith Panh, ESOMAR, Big Data World, November 2017
Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.
Azize Şahin, Hakan Kitapçi, Erkut Altindağ and Mehmet S. Gök, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 707-724
This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.
Grupo Q, the largest automotive retail and auto service company in the region of El Salvador, Honduras, Nicaragua, Guatemala and Costa Rica, reached its business objectives with innovative media advertising.
BOSTON: Car manufacturers may need to rethink their approach to in-car connectivity as new research shows consumers are frustrated with existing touchscreen and voice-based in-car systems which are lagging behind mobile devices.
Alexandra Chirilov, ESOMAR, Congress, 2017
This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.
Robert Passikoff, Admap Magazine, April 2017, pp. 32-34
This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.