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.
Saravana Jaikumar, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 232-241
In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.
Consumers in Asia-Pacific are more inclined to buy local brands than they were four years ago, yet they continue to have a global outlook with 85% believing that global brands have the power to make the world a better place.
Received opinion maintains that Gen Z shoppers are so digitally savvy that they shun in-store shopping, but that is a misconception and retailers stand to benefit if they adapt to meet the expectations of these young consumers.
Brands in the UK are treading a strange new philosophical path: are they about internationalism or are they about location and place, and its more abstract extension, nation? In the face of Brexit, some brands are considering a new localism that ...
Asia is leading the way for mobile-based shopping over physical stores, with quite a push from the millennial market, for whom mobile shopping seems to hold special appeal, according to a regional Twitter executive.
DUI is a criminal offence, SUI merely results in criminally bad purchases, but few people who shop while drunk regret their buys, according to a new survey which has estimated the value of this market at $48bn a year in the US.
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39
This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
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.
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