Research Keyword

Nearly a century later, the Second World War conflict between Japan and China is still having an impact on brand sales, a new study finds. How can brands navigate historical events?

Organizations that know what they stand for are rewarded by employees, but it must come from an honest place, new research finds.

Consumers are willing to pay more for the physical version of a product — even when a digital version better meets their needs. Can marketers flip the script?

In a world where brands compete for our attention, creating emotional connections through anthropomorphism can make a significant impact. Professor Pankaj Aggarwal shares insights on the pros and cons of humanizing brands and how it's changing today.

Big spikes in pricing can cause a lot of shopper outrage. Presenting consumers with the reasons behind the surge can mitigate the backlash…to an extent.

Discover why any artwork, even an amateur drawing, can be seen as sacred and how this connection can lead to increased protection of the artwork, according to new research Rotman.

When it comes to customer retention, familiarity trumps radical reinvention. Roger Martin explores how to do it properly in his latest book.

COVID-19 changed the way people shop, and 40 per cent of consumers believe brands didn't step up to address those evolving needs. Accenture's Ryan McCracken breaks down what motivates them to buy now.