Why we buy. Shopping and the Purchasing Environment.

In this online lecture Professor Vincent-Wayne Mitchell, Professor of Consumer Marketing at Cass Business School, discusses the blurring of the retail marketplace where, as we see with Amazon opening a physical store, the online and offline have merged.

Updated: 10/03/2015
Comments:
Views: 2,747

How consumers react to visual and conceptual complexity in branding over multiple viewings

Author(s):

Gaetano Miceli

 et al.

This research investigates the effects of visual and conceptual complexity on brand logo evaluations at single and multiple exposures.

Updated: 01/12/2014
Comments:
Views: 1,959

The Hollywood remake - when does it make sense to do it again? An empirical investigation.

With the amount of remakes the Hollywood film industry pumps out anyone would think they are a safe bet for box office success, but this isn't always the case. This research uncovers the factors that determine why some remakes are far more successful than others.

Updated: 01/09/2014
Comments:
Views: 2,908

The Share Economy - how companies are misreading the market

Author(s):

Fleura Bardhi

 et al.

Research at Cass has found that 'Share Economy' businesses such as Zipcar may appeal more to the pragmatism of consumers, and less to their ethics.

Updated: 10/02/2017
Comments:
Views: 5,324

How financial constraints can drive creativity

Author(s):

Irene Scopelliti

 et al.

One might naturally assume that a wealth of available resources would enable creativity to soar amongst product developers. Cass Research finds that in many cases quite the opposite is true.

Updated: 10/05/2014
Comments:
Views: 2,736

How childhood advertising exposure can influence long-term attitudes

Author(s):

Paul Connell

 et al.

This research provides an initial investigation into how exposure to ads in childhood can lead to enduring biases that favour the associated products.

Updated: 09/02/2017
Comments:
Views: 5,779

The Importance of Reciprocal Spillover Effects for the Valuation of Bestseller Brands

Category extensions occur when a firm holding the rights to a well-known brand uses or licences that brand for use in a different product category. Measuring the value of category extensions is of key importance when granting licences to other firms. This study offers guidance to managers of entertainment products on how to value such rights, while acknowledging the important roles of 'reciprocal spillover effects'.

Updated: 10/02/2017
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Views: 6,624

Return on Ideas: Marketing's never ending journey

The very best marketing practitioners are constantly searching for marketing improvements. In this article Professor Robert Shaw calls upon years of experience to present a list of working practices that will help practitioners maximise marketing's 'Return on Ideas'.

Updated: 08/11/2013
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Views: 3,094

How Gruppo Campari responded to changing consumer needs after the 2008 financial crisis

Paolo Aversa, Marie Curie Research Fellow of Strategy at Cass Business School, discusses how major Italian drinks company Gruppo Campari adapted to changing consumer needs following the 2008 financial crisis.

Updated: 09/02/2017
Comments:
Views: 6,011