Lifestyle Branding: The New Frontier of Competitive DifferentiationDec 18, 2013
Focusing on lifestyle puts brands like Abercrombie & Fitch, Harley-Davidson, Gillette, Puma, Starbucks, and Facebook in direct competition with one another, says Northwestern’s Alex Chernev.
Pricing Online Content: Fee or Free?Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122
Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.
Unpacking Loyalty: How Conceptual Differences Shape the Effectiveness of Customer LoyaltyOct 8, 2013 George F. Watson IV, Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier, 2013, 13-120
Synthesizes theoretical and empirical loyalty research in two studies: an item-level content analysis of loyalty research and a meta-analysis of 130 independent samples from 116 articles.
One Way to Build Trust with Skeptical ConsumersSep 27, 2013
In an increasingly skeptical and mistrusting world, finding ways to gain trust with consumers is vitally important for marketers.
Why Firms Give Customers More Than They NeedSep 27, 2013
With budgets tight, firms cannot afford to waste resources by adding more features to products than would be valued by customers.
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