Online Reviews: Star Ratings, Position Effects and Purchase LikelihoodApr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04
In this report, Prasad Vana and Anja Lambrecht study how individual reviews displayed on the product webpage of an online retailer affect consumers’ purchase…
The Fateful First Consumer ReviewApr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04
A high-quality product has a considerable chance of receiving a negative first review - and the effects are surprisingly powerful and persistent.
How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing MyopiaMar 5, 2018 Martin Artz and Natalie Mizik, 2018, 18-105-03
Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
Brand-Tier Advantage in Service CoproductionFeb 5, 2018 Beibei Dong and K. Sivakumar, 2018, 18-104-02
Coproduction is a double-edged sword: High-tier brands can leverage their brand advantage, but must be careful with customer service expectations.
The Braggart and the Brand: The Role of Brand Attachment in Brand-Related BraggingJan 31, 2018 Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier, 2018, 18-103-01
Can companies reap the benefits of brand-related bragging in social media without tarnishing their brand's appeal?