Do Price Deals Jeopardize Customer-Brand Connections?Jan 16, 2014
Do the long-term effects of price promotions outweigh the immediate sales lift they create? A study by London Business School researchers Aylin Aydinli and Marco Bertini suggests otherwise.
Peter Fader Reviews Journal “Must Reads” from 2013Jan 13, 2014
We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania.
Robert Kozinets Reviews Journal “Must Reads” from 2013Jan 13, 2014
We asked our Academic Trustees to recommend journal articles published in 2013 that are particularly relevant to marketers. Robert Kozinets is Professor of Marketing at York University’s Schulich School of Business.
Motivating Consumers over TimeDec 20, 2013
Insights for marketers of goal-oriented products and services
When Humor Backfires: Revisiting the Relationship Between Humorous Marketing and Brand AttitudeDec 12, 2013 Caleb Warren and A. Peter McGraw, 2013, 13-124
Investigates whether humorous marketing communications can harm brand attitudes by eliciting negative feelings; tests a framework to explain which humor attempts are most likely to harm consumers' attitudes towards the brand.
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