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.
Millennials may have different motivations for supporting corporate social responsibility (CSR) efforts than older consumers, with important implications for advertising in this space, a study in the Journal of Advertising Research (JAR) has ...
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
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.
Standard Life, the financial services company, has managed to get people more engaged with their pensions by developing a deeper understanding of the behaviours and motivations of different generations.
Lyndon Morant, Admap, December 2017, pp. 10-12
Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.
James Guerrier, Anna Noel Taylor, Emma Murray, Christian Kurz, Jo McIlvenna, ESOMAR, Congress, New Orleans, September 2016
This paper reports on a global study seeking to understand whether Generation X consumers have grown 'boring' in their middle age; it concludes they have not and still retain some original, youthful traits.
Smiriti Katria, WARC Exclusive, Near.co, March 2016
This report examines the relevant consumer insights for coffee chains and QSRs in the major South East Asian cities of Singapore, Hong Kong, Jakarta, Bangkok, Kuala Lumpur and Manila over a month in mid 2015.
Arindam Mohanty, ESOMAR, Young Researcher of the Year Award, 2015
This paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.
Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2015
This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
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