The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123
For brands with global ambitions, sports teams with a large diaspora of strong fans may offer a promising sponsorship investment.
Social Media’s Impact on Consumer Mindset: When to Use Which Sentiment Extraction Tool?Sep 21, 2017 Raoul V. Kübler, Anatoli Colicev, and Koen Pauwels, 2017, 17-122
Which method should marketers use to gauge consumer feelings? This study compares sentiment extraction tools and offers practical guidance.
Crisis Management Strategies and the Long-term Effects of Product Recalls on Firm ValueSep 19, 2017 Yan Liu, Venkatesh Shankar, and Wonjoo Yun, 2017, 17-121
This study shows that during product recalls, doing the right thing for your customers is good for your business in the long run.
Dynamic Effects of Intrafirm Relational Strategies and Relational Structures on PerformanceSep 6, 2017 Danny P. Claro, Carla S. D. Ramos, Gabriel Gonzalez, and Robert W. Palmatier, 2017, 17-120
A dynamic perspective offers valuable information about the most effective ways to leverage teams to ensure the necessary resource flows to relationship managers over time.
How Firms Can Shape the Customer Experience for Greater Success in Online RetailingAug 16, 2017 Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier, 2017, 17-119
Insights on how retailers can adapt online “storefront” design elements for different brands and products.