Brands and Brand Equity
Brand Damage from Product Harm and Corporate Social Irresponsibility: How Deep and How Long?Nov 29, 2016 Max Backhaus and Marc Fischer, 2016, 16-133
Marketers, take note: Corporate socially irresponsible behavior can have a devastating effect on one of the most valuable corporate assets, the brand.
Do Hashtags Signal a New Brand Entity?Oct 24, 2016
Social-media-based interactions aggregate to form “brand publics" (from Journal of Consumer Research).
Monitoring Brand Perceptions in Real TimeOct 23, 2016
Novel approach uses social media data to create perceptual map (from Marketing Science).
Economic Inequality, Trust, and Brand LeadershipMay 31, 2016 Joshua T. Beck, Colleen Harmeling, Yashoda Bhagwat, and Conor M. Henderson, 2016, 16-109
Evidence that higher economic inequality → lower system trust → lower brand trust → worse brand leader performance. Can a brand leader restore trust and performance?
What Are the Right Benchmarks for Your Social Media Metrics?May 24, 2016
Perceptual mapping provides a more nuanced "voice of the customer."
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to MSI.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.