Companies are increasingly taking a stand on social and political issues, but they risk alienating customers in the process. Are other brands learning how to benefit from the backlash?
Academic rigour, journalistic flair
Articles on Marketing
Displaying 81 - 100 of 423 articles
Companies may be using the positive impacts of sport to divert attention from their roles in furthering climate change.
New research shows people experience the ‘endowment effect’ of valuing an object more when they can touch it, even in virtual settings.
The less an ad explicitly tells us what to do, the more likely we are to engage with it. This is particularly true – and more detrimental – when we’re very young.
Being an ethical brand can be a complex and often slow process. But with authenticity and the right leadership it can work.
Global spending on product placements is expected to top $23 billion in 2021, about a 14% increase over the previous year.
Any advertisement asking us to get vaccinated must answer one crucial question: what’s in it for me?
A series of studies shows people taking care of loved ones equate effort with love, making them feel guilty for using a product that reduces that effort.
Fashion designers managing their individual brands while working at renowned companies should strike a balance between benefiting from the affiliation and maintaining their independence.
Our research shows what valuable followers fume about.
Eight of the ten top-selling passenger vehicles in New Zealand are now utes or SUVs. With carbon emissions reduction an urgent priority, that’s not a sustainable trend.
It’s time to stop demonising cyclists and cycling activists as elitists — the accusation fails at the first test.
A new study found that sales went down when salespeople conveyed emotion during their pitch – including expressions of happiness.
Throughout the pandemic we can see that place brands have evolved and those likely to survive are the ones that were already well established to begin with or ones that are more flexible.
Pinterest is the first social media brand to ban weight loss advertisements. Should other companies follow suit?
The federal government’s new adverts ignore decades of research on what makes effective advertising.
The thing that makes hooded blankets comfy and unnaturally soft is also what makes them bad for the environment and our health.
In Australia, a preference for a particular brand of COVID vaccine is likely to change, depending on the latest health advice, and media reports.
Ford’s electric F-150 pickup won’t roll off assembly lines until early 2022, but the company has received thousands of preorders already for a vehicle aimed at the mass market, not eco-buyers.
Small and medium-sized businesses play an important role in economic growth and development but are hamstrung by their lack of adequate resources to market their goods and services.
Top contributors
-
Professor of Marketing, University of Birmingham
-
Lecturer, Research School of Management, Australian National University
-
Louise Grimmer is a Friend of The Conversation.
Senior Lecturer in Retail Marketing, University of Tasmania
-
Professor of Sport and Geopolitical Economy, SKEMA Business School
-
Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University, Deakin University
-
Senior Lecturer in Marketing, University of Nottingham
-
Professor of Marketing and Consumer Behaviour, Queensland University of Technology
-
Associate Professor, Operations Research, Brock University
-
Associate Professor, University of Technology Sydney
-
Professor of Marketing, University of Southampton
-
Professor, University of Galway
-
Senior Lecturer (Assistant Professor) of Marketing, Auckland University of Technology
-
Executive Director of Postgraduate Programmes, Surrey Business School, Royal Holloway University of London
-
Cartier Chaired Professor of Behavioural Sciences, Full Professor, Department of Entrepreneurship, ESCP Business School
-
Professor of Public Health Policy, Deakin University
