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Research Digests

echo_wan
Feb 2018
Marketing

BEAUTY: In the Eye of the consumer?

New research into consumer buying behaviour shows that endowing products with human-like characteristics increases their appeal to customers when the product has attractive appearance design. By adapting their product designs and packaging in line with these findings, marketers and product developers can gain an edge over the competition and improve the chances that customers will choose their products.
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hkufbe
Jul 2016
Marketing

Investing in enjoyment delivers positive returns for financial services

As financial markets continue to test the confidence of banking customers, emotions play a central role in developing a customer’s trust and commitment to the brand; so how should banks go about managing for emotional behaviour s in the production and delivery of their financial services?
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david_tse
Jan 2016
Marketing

Unbundling the benefits and risks of Guanxi

Guanxi networks have served many Chinese and foreign firms well in their pursuit of Chinese consumer markets. However, will this service continue as China transitions toward a more developed and globally competitive market economy?
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