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| The Canadian
Advertising Research Foundation is
a non-profit organization whose prime focus
is advertising, communications and media
research. CARF sets standards for research,
promotes Canadian expertise and provides
a forum for industry issues. |
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CARF January 2010 Update
Full articles for online reading:
The
entrepreneurial marketing mix
This paper examines a divergence
of philosophies and practice between corporate/traditional
marketing (CTM) and entrepreneurial marketing
(EM) in order to learn which set of marketing
practices entrepreneurs are likely to favour.
Read
article >>
The
marketing myths and consumers’ fear
of marketing
Marketing is not as all powerful as some consumers
believe or fear, but marketing professionals
tend to claim that their work has all sorts of expansive
powers. This paper states how common yet
unfounded claims to persuasion power are not in the
best interest of marketing professionals.
Read Article >>
The consumer culture has evolved into one of the most powerful ingredients shaping individuals and societies. Behavioural intentions and purchase decisions related models continue to dominate research and managerial practice, but a deeper look indicates that most studies do not take the complete picture into account.
Read Article >>
Increasing
elder consumer interactions with information
technology
The use of information technology can improve
the quality of life for the elderly, but
many older
consumers shy away from it. This paper explores
factors
that impact engagement of consumers
aged 65 and older with higher forms of IT, primarily
PCs and the Internet.
Read Article >>
The
effects of stake, satisfaction, and switching
on true loyalty: A financial services study
The rewards of customer loyalty for financial
services companies are obvious – an increase
in the customer lifetime value. The challenge
for service marketers is to determine the most
effective way to increase the behavioral and
attitudinal commitment of the customer to continue
the service
relationship over time.
Read Article >>
A
Darwinian gale: The recovery consumer in
the era of consequences
What the great recession of 2008/2009 has wrought
is not what is popularly supposed. One view is
that recessionary experience of frugality has ushered
in an era of penny-pinching and thrift while
others believe consumers are hardy spenders, acquisitive
at heart and materialistic above all else.Neither
view is correct.
Read Article >>
Seeing
the light: Consumer values and attitudes
in the recovery era
The economic crisis has brought about a change
in consumer values and attitudes. This paper
states that frugality is just a coping mechanism,
not an aspiration. It goes on to explain that the
global recession has been a lesson on risk and
consequences,
rather than frugality, and from it a
new set of values is emerging.
Read
Article >>
The
danger of a ‘brand bubble’
Fissures
are forming in the pillars of brand
equity. Data indicates that investors
are irrationally over- valuing brands,
and that if leading companies
don’t take steps to change their approach,
more than a few of them might soon experience
dramatic declines in market value.
Read
Article >>
How
to jump start your car brand in the global economic
downturn
Before the recent economic downtown, the global
car market had been growing at about 7% per
year. But with huge over-capacity, more contenders
in the race and pressure on profit margins, the
car industry is now facing a very different and
challenging
future. So what is the role of the ‘brand’ in
the car market of the future?
Read
Article >>
Consumers’ responses
to brand websites: An interdisciplinary
review
This paper provides an integrated literature review
of factors influencing consumers’ responses to
brand websites; to describe the state of research in
the past ten years; and to give an overview of the
theories used in brand website studies. This study
gives insight into factors influencing the effectiveness
of these websites and provides marketers with knowledge
to help improve the effectiveness of their websites.
Read
Article >>
Emotional
engagement: How TV builds brands at low
attention
The consumer love affair with TV and its advertising
reached its peak some years ago. Research more than
a decade ago showed two-thirds of viewers doing some
other activity when watching television, up to 40%
leaving the room when the advertising break came
on, and 70% playing ads fast-forward in previously
recorded material; more recent research puts this
last figure at 100%. Advertising can get high attention
but not engage much feeling, and it can engage strong
feelings but not get much attention. Experimental
research suggests that TV is a medium that is not
capable of getting high levels of attention, but
is capable of ‘engaging’ consumers.
Read
Article >>
Adopt
new technology to be more fleet-footed
in market research
The pressure on marketers to deliver faster advertising
return on investment should be a good thing for the
research industry because it forces the industry
to question some fundamental research practices.
Despite the need for faster delivery of research
results, there is pressure from various stakeholders
to get answers to ever more marketing questions,
even when budgets have never been tighter. This puts
a great deal of pressure on research agencies that
are trying to do more for less money, and faster.
Read
Article >>