For millions of consumers, the sight or smell of Campbell’s soup triggers nostalgic associations with comfort, warmth, family, and childhood. But when the 140-year-old company, based in Camden, New ...

In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers. In the past decades, marketing has been revolutionized ...

An Australian marketing research software company is hoping to change the way brands conduct research into online behaviour through the emerging field of internet ethnography, or ‘netnography’.

How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest Gregor Jawecki, Johannes Gebauer, Susanne Mathis-Alig ESOMAR 19 ...

Swatch aims for its watches to be seen as stylish, modern, and budget-friendly. And for some, they definitely are. However, this is fashion we’re talking about, which means there’s no clear way to ...