Christoph Beuthner, Maren Friedrich, Carsten Herbes and Iris Ramme, International Journal of Market Research, Vol. 60, No. 3, 2018, pp. 257-267
Modern social and marketing research relies heavily on surveys to collect data. At the same time, it is well established that survey responses are influenced by response style biases that vary across individuals, countries and cultures.
Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Digital First, May 2018
This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
SEOUL/SINGAPORE: Samsung, the South Korean electronics giant, and Grab, Southeast Asia’s largest ride-hailing service, have joined forces in an initiative aimed at boosting the region’s digital economy.
SEOUL: Korean cosmetics brands have long been popular in China, a factor in Unilever’s just-announced acquisition of a majority stake of Carver Korea, but this move comes as leading Korean beauty company Amorepacific expands in the opposite ...
BEIJING: As Golden Week approaches for Chinese travellers, political tensions between the regional superpower and South Korea will disrupt package holidays, a miss that will see the peninsula miss out on a slice of an estimated 590 billion yuan ...
SEOUL: As the debate over whether automation will lead to a wholesale loss of jobs for humans, the Moon Jae-in administration has proposed a reduction in financial incentives for companies adopting robots.
Noriko Nakano, Eri Yamashita, Sono Hasuka, Jung Yeon Nam, Mariko Nomura, Damien Velleman, ESOMAR, Asia Pacific, May 2017
This paper reveals the findings of two studies in Japan and Korea that explored how Sonification, a communication approach that uses audio waves to transfer information, can be used to communicate the sensorial benefits of products, such as cosmetics, that are traditionally advertised via visual images.
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016
This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.