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Article

Brands need to supplement the Net Promoter Score with a new metric called the “earned growth rate” to fully understand how word of mouth and referrals are driving their progress.

Article

A new report by Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”.

Article

Luxury lifestyle media and publisher of magazines Tatler Asia will be placing greater focus on topics with purpose following a survey to understand what people want from the media they consume.

Article

This study from Saddington Baynes reveals insights behind the emotional impact famous faces have on brand advertising.

Article

Social clusters on the fringe of a network can more effectively promote complex ideas and innovative products among the community than big-name social influencers.

Article

The use of brand nicknames in user-generated content (UGC) can lead to increases in willingness to purchase and information-sharing.

Article

Along with the rapid growth of the esports industry, we are witnessing a significant increase in gaming content creators.

Article

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

Article

This report explores the role of personality in sonic branding, particularly sonic logos.

Article

Looks at parents’ and children’s attitudes, behaviours and consumption to understand the key trends shaping the family ecosystem in 2021.

Article

Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.

Article

Media and advertising play an important role in our culture and reflect the social norms of our society.

Article

Brands with linguistically feminine names are more likely to convey warmth which, in turn, can improve brand performance, according to a study published in the Journal of Marketing.

Article

Creative agency Vero’s “Myanmar Communication Landscape” report outlines the changes while offering insights and information based on both external data and personal observations.

Article

APAC consumers are more likely to support a brand making a profit if it has a “positive impact” on the world.

Article

Examines the factors leading to the growing trend of veganism in India.

Article

This report shares new research into selecting optimal imagery for campaigns using neuroscience techniques.

Article

Research by Activision Blizzard Media, a division of the gaming company that owns brands like “Call of Duty” and “World of “Warcraft”, has challenged marketers’ stereotypes about the gaming audience.

Article

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

Article

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

Article

The global pet care market is expected to increase in 2021, as the trend of bonding with companion animals during lockdown will persist.

Article

E-commerce in China continues to be Alibaba’s growth engine, with opportunities from lower tier cities to be explored.

Article

Finding an adequate match between a brand and influencer is a delicate art that can ultimately impact consumer purchase intent, according to a study published in the Journal of Consumer Behavior.

Article

Provides evidence that advertising that gets talked about has the potential to deliver unpaid or “earned” reach and therefore more efficiency for marketing investments.

Article

A study conducted by the Ipsos Global Science Organization in 2020 which examines the role of response time in conflict detection, one of the potential reasons for disruption in the adaptive control function.