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Research Digests

Feb 2018

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.
Jul 2016

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?
Jan 2016

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?