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.
Discount retailers are more likely to be effective anchor stores in the UK’s high streets and shopping centres than traditional department stores, according to a new analysis that quantifies the effect of opening a Primark store.
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.
China’s GDP growth rate has fallen to 6.0%, its lowest level in 27 years, yet that has not deterred Chinese consumers from buying fast-moving consumer goods, least of all imports, which now represent 18% of China’s total FMCG consumption.
Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Yang Li, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 651-667
With extensive globalization, the effect of country-of-origin (COO) stereotypes has been continuously questioned by many scholars; a key dispute is whether younger generations still hold COO stereotypes.
Brands looking to break into China should consider tapping into what a new report calls “the hidden consumption force” – the huge number of overseas Chinese residents who continue to have a strong influence on their home country.
Chinese e-commerce giant Alibaba generated sales worth 268.5bn yuan ($38.4bn) during its annual Singles Day global shopping festival, but behind the headline figure comes the news that more than one million orders were placed and paid through voice ...
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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