All Reports
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Online Reviews: Star Ratings, Position Effects and Purchase Likelihood
Apr 18, 2018 Prasad Vana and Anja Lambrecht, 2018, 18-107-04In this report, Prasad Vana and Anja Lambrecht study how individual reviews displayed on the product webpage of an online retailer affect consumers’ purchase…
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The Fateful First Consumer Review
Apr 11, 2018 Sungsik Park, Woochoel Shin, and Jinhong Xie, 2018, 18-106-04A high-quality product has a considerable chance of receiving a negative first review - and the effects are surprisingly powerful and persistent.
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How Incentives Shape Strategy: The Role of CMO and CEO Equity Compensation in Inducing Marketing Myopia
Mar 5, 2018 Martin Artz and Natalie Mizik, 2018, 18-105-03Analysis of public firms from 1993-2014 shows that CMO equity compensation is highly predictive of the incidence and severity of myopic marketing management.
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Brand-Tier Advantage in Service Coproduction
Feb 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.
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The Braggart and the Brand: The Role of Brand Attachment in Brand-Related Bragging
Jan 31, 2018 Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier, 2018, 18-103-01Can companies reap the benefits of brand-related bragging in social media without tarnishing their brand's appeal?