Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
James Clifton, WARC Exclusive, August 2020
The COVID-19 pandemic is likely to have a long-lasting impact on consumer behaviour and spending – viewpoints from China, US and Ireland explain how marketing and marketers have been affected in each region.
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Yasmin Hannah Ramle, WARC COVID-19 Series, April 2020
Cognito’s Yasmin Hannah Ramle outlines how brands can tap into consumer sentiment data to inform more empathic communications, as the on-going COVID-19 pandemic necessitates a new approach for Ramadan and Eid.
Marketers are delivering work that reflects, and responds to, the spread of the coronavirus despite the challenges of fostering creativity under lockdown, a study by the Association of National Advertisers (ANA) has found.
Brand-building is more than possible, argues Darren Coleman, but the best attempts have been characterised by understated communications along with genuine moves across the business to show how the brand is playing its part in the effort.
Kristin Van Note, WARC Best Practice, July 2019
Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.
The Lok Sabha elections are proving a good time for advertising and marketing in India, as political parties invest in every available channel in search of voter support and as media owners and brands latch onto the democratic process for a range ...
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.