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Cass Knowledge

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  • Morrowind/Shutterstock.com
    Child watching television
    ManagementMarketing

    20th January 2014

    How childhood advertising exposure can influence long-term attitudes

    This research provides an initial investigation into how exposure…

  • Dabarti CGI/Shutterstock.com
    Bestseller
    ManagementMarketing

    13th November 2013

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

    Category extensions occur when a firm holding the rights to a…

  • LiliGraphie/Shutterstock.com
    Campari drinks
    ManagementMarketing

    18th September 2013

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

    Paolo Aversa, Marie Curie Research Fellow of Strategy at Cass…

  • A happy couple in a cafe
    ManagementMarketing

    14th August 2013

    When Having is Not Enough - Implications of Being Satisfied

    This research examines the fundamental question of what makes…

  • mandritoiu/Shutterstock.com
    Rows of soft drinks
    ManagementMarketing

    9th August 2013

    Retail Brand Extensions - strategic thinking

    Brand extensions are now a commonplace growth strategy for many…

  • Rawpixel.com/Shutterstock.com
    University graduation
    ManagementMarketing

    2nd July 2013

    How to attract Generation Z - social media and the students of the future

    Universities need to appeal to younger age groups through the…

  • monotoomono/Shutterstock.com
    Mass of people mingling
    ManagementMarketing

    7th June 2013

    Contagious Creativity - pass it on

    Professor Vince Mitchell entreats marketers to spread the message…

  • Ahmet Misirligul/Shutterstock.com
    Close up of human eye and digital icons
    ManagementMarketing

    23rd May 2013

    Consumer Behaviour in a Multi-media World - Digital Natives Technology and Trends

    Professor Vince Mitchell addressed the Consumer Marketing in…

  • Teguh Mujiono/Shutterstock.com
    Cartoon animal mascots
    ManagementMarketing

    21st May 2013

    Anthropomorphic animal mascots in advertising - how do consumers respond

    New research examines how marketers can utilise anthropomorphic…

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