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.
What Makes Customers Adore Your Brand?Nov 02, 2016
Webinar featuring Deborah MacInnis, University of Southern California
How can companies turn their brand into one that customers love, trust, and respect? In this webinar, Debbie MacInnis will discuss “brand admiration”—the ultimate destination point for marketers, since “brand admirers” become loyal customers and brand advocates, creating efficient profit and opportunities for growth.
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?
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