Visible minority consumers prefer advertising that features white models to advertising that feature models from other ethnic minority groups. Why?
Articles on Marketing
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In two years Kylie Jenner has gone from socialite to the head of a leading cosmetics brand. What does this success say about the power of social media in building strong brands?
Similar tactics are in play that were used in the UK in the 1950s and 1960s.
While getting more women to take part in sport is a laudable achievement, it would be better if the campaign also helped free them from the objectification of the dominant male gaze.
Most Americans cling to things with sentimental value that we no longer need. Taking pictures of these possessions may make it easier to give them away.
Case analysis of Hermès and its four strengths: a real identity, the creativity and skills of its artisans, innovation, and the fact that it remains an independent family company.
The Trump brand has taken a hit since Donald Trump won the U.S. presidency. The mistake? Failing to separate the businesses from the personalities.
Drug companies funded more than 116,000 educational events for doctors over four years. Now you can find out exactly which companies footed the bills and how much they paid.
Over 80 years ago, Hormel Foods introduced a simple, canned meat product called Spam. It would go on to become one of the greatest marketing success stories of all time.
Brands affect how products are perceived. The same is true of our names, making them our personal brands.
Must the money raised to save wildlife always aid the most popular animals? New research suggests that marketing can persuade donors that northern hairy-nosed wombat lives matter too.
Seeing cheerful kids in fundraising pitches works better for some potential donors than others, research suggests. Nonprofits may want to tailor their appeals to different audiences because of that.
India’s advertisements not only challenge but also reverse the dominant roles that Indian men assume with the women in their lives.
How a simple bacterium traveled across time and space to become Japan’s latest food fad.
The UK is the latest country where tobacco companies cannot market their brands on their packets.
Where’s the evidence behind claims Band-Aids speed up wound healing? Here’s why we’ll never know.
Adults are dumbfounded – and according to an expert on fads, that’s probably the point.
Avocado demand is driven not just by their supposed health benefits, but by their newness, exclusivity and symbolic, aspirational value to a burgeoning middle class.
A host of spaces that were once immune to commercial intrusion – from parks to our friendships – are now being infiltrated by advertisers. Are we being enslaved by a ‘merciless master’?
Many brands, particularly those from countries associated with poor production quality, attempt to disguise their origins.
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