Middle East & North Africa

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An integrated model for customer equity estimation based on brand equity

Research Paper • Zahra Qorbani, Hamidreza Koosha, and Mohsen Bagheri, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 635-664

Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research.

Moringa EMO: Forbidden Beauty

Case Study • David Yaghoobi, Mir Damoon Mir, WARC Prize for MENA Strategy, Entrant, 2021

Moringa EMO, the health and beauty product, successfully launched its new line into a turbulent local market in Iran.

Evvoli: Talking Italian

Case Study • Mir Damoon Mir, David Yaghoobi, WARC Prize for MENA Strategy, Entrant, 2021

Italian home appliance brand, Evvoli, unconventionally avoided localising its creative approach to successfully launch in Iran.

Untangling the cultural component behind the contextual placement of out-of-home advertising

Research Paper • Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson, Int. Journal of Market Research, Vol. 61, No. 5, 2019, pp. 502-517

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes.

Mobile internet cheaper but still unaffordable in Middle East and Africa

Data • Rob Clapp, WARC Data Points (Curated), June 2019

An overview of the cost of mobile internet in 51 markets across the Middle East and Africa between 2015 and 2018.

Identifying Barriers of Mobile Marketing in the Agricultural Section: A Case Study in Iran

Research Paper • Maryam Omidi Najafabadi, Int. Journal of Mobile Marketing, Vol. 7, No. 2, Summer 2012

Accessible and transparent markets are necessary to raise income and improve livelihood of farmers. In developing countries, agricultural markets rarely meet these needs.