Streamers are increasingly treating established online fan communities as part of the adaptation process itself.
Articles on Marketing
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Most people are likely unaware of how the sounds of brand names affect them.
AI companies are turning to advertising to fund expensive systems. But commercial incentives could influence how answers are generated.
Advertising can turn our fears about aging, failure and belonging into reasons to buy, and repeated exposure can reshape what we see as a good life.
Sweden’s election is on September 13. In Brisbane, Adelaide, Auckland and Hyderabad, citizens voted inside the furniture giant’s blue-and-yellow stores.
Shoppers are increasingly hunting for value, which puts the onus on businesses to tread carefully when justifying price hikes.
Copyright can only protect the expression of an idea, not an idea, concept or style itself.
Protein powders and protein-fortified versions of all manner of foods line grocery store shelves. But just because something has added protein doesn’t necessarily make it better.
The market for retro entertainment has never been bigger. But certain companies may be in danger of overdoing it.
Since college athletes were allowed to sign branding deals in 2021, the debate has continued over whether letting students make money off their names is a good thing.
A Carnegie Mellon University marketing researcher explains why the love of a retro Pizza Hut has more to do with the relationships attached to it than pizza.
Researchers are advocating for an organisational memory to help companies fully encompass their past - the good, the bad and the ugly and avoid false narratives and cases of corporate amnesia.
When you’re tired and distracted, an online ad’s claims can be more effective in pitching a product when they’re assertive and explicit.
More than 2 in 5 social media marketers say they plan to leave their job within two years, and many cite insufficient mental health support from supervisors.
How Drake’s ice stunt, Ariana Grande’s Petal teaser campaign and Taylor Swift’s ‘Toy Story’ song became a masterclass in modern music marketing.
Showing one product, but pairing it with the price of a different product, is common on online shopping sites. It’s not just wasting your time: it can be illegal.
The Schiaparelli haute-couture brand continues to capitalise on its founder’s erstwhile connections to the artworld and understanding of the cultural zeitgeist
Far-right electoral gains tend to push consumers away from ‘foreign’ brands.
Limited edition mass-market products can swiftly become valuable assets.
Encountering a website that seems like it was designed to frustrate might leave you saying ‘there oughta be a law,’ but to have a case you need to show that the site tried to swindle you.
Top contributors
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Lecturer in Marketing, Research School of Management, Australian National University
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Emeritus Professor of Marketing, University of Birmingham
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Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University
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Associate Professor of Marketing, Tasmanian School of Business and Economics, University of Tasmania
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Professor of AfroEurasian Sport, EM Lyon Business School
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Professor of Marketing and Consumer Behaviour, Queensland University of Technology
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Assistant Professor, Faculty of Business, University of New Brunswick
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Senior Lecturer in Marketing, University of Nottingham
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Associate Professor of Quantitative Marketing and Analytics, Binghamton University, State University of New York; Indiana University
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Professor of Markets, Business, and Society, University of Bath
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Professor of Operations Research, Brock University
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Professor of Marketing, The Ohio State University
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Professor of Public Health Policy, Deakin University
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Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
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Professor, University of Technology Sydney