The Sydney Royal Easter Show – an iconic event that has been inextricably connected to memories of Easter's past and Aussie culture for more than 200 years. An initiative of the Royal Agricultural ...

Identifies five trends that will shape marketing strategies of the alcoholic drinks sector in the coming year.

In 2023, the cost of media, production and partners, for all markets globally, was €30M. The breakdown was €22 media & €8 production. This is a typical breakdown for media vs production when it comes ...

Why is this work relevant for Creative Effectiveness? This work is relevant for creative effectiveness because it shows that purpose can drive brand growth and grow sales at a time when purpose ...

In February 2022, Vietnam's economy was barely starting to recover when Russia invaded Ukraine. In just 6 months, prices of petroleum products in Vietnam rose over +50% to USD 1.33 per liter, the ...

The market research industry is quick to embrace new technologies, whether that be advances in data mining, social media analytics, or the emergence of online ethnography, to name but a few. According ...

Suggestive branding was introduced in the early 1900s (Viehoever, 1920) and became popularised following the seminal work of Keller et al. (1998). Suggestive brand names involve deliberately embedding ...

Spending on sales promotions—including in-store promotions and incentives, coupons, discounting and loyalty card promotions—has reached a 23-year high, according to an industry survey (IPA, 2023). The ...

Numerous academic studies show that unplanned and impulse purchases represent a significant part of consumer spending: up to half of all sales fall in this domain (Xiao & Nicholson, 2011). However, ...

Machine learning algorithms are increasingly attracting attention from management and marketing researchers (e.g., Choudhury et al., 2021) and studies employing them are increasingly appearing in IJMR ...

Understanding how incorporating a middle option into a survey question affects responses requires a broad perspective. Researchers have actively investigated middle option effects across a diverse ...

This paper explores how strategic communication pieces from major Portuguese brands from an important sector, such as telecommunications, have addressed cultural trends. Our research follows the more ...