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?
The Effect of Price Rank on Clicks and Conversations in Online Search AdvertisingJan 29, 2018 Mengzhou Zhuang, Jongkuk Lee, Eric (Er) Fang, and Xiaoling Li, 2018, 18-102-01
One of the first studies to show how product price influences consumers’ responses to display ads.