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

In this edition of Spotlight APAC, WARC APAC Managing Editor Rica Facundo looks at key trends that will influence how affluents in APAC view luxury, signal status and engage with luxury brands.

The adoption of attention into media planning, buying, measurement and optimization has been meaningful, but slow, due to issues such as a lack of standardization and the poorly understood link ...

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 ...

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 ...

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 ...

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, ...

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 ...

Self-administered web surveys are a prevailing data collection method in behavioral and social science research. Typically, such web surveys include questions with closed answer formats that restrict ...

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 ...