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
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
One of the first studies to show how product price influences consumers’ responses to display ads.
Atypicality and Cultural SuccessJan 25, 2018 Jonah Berger and Grant Packard, 2018, 18-101
Why do some things catch on and others don't? This study of thousands of songs showed that atypicality may be key: A 16% increase in lyrical differentiation was associated with a one-position improvement in chart ranking.
Estimating the Impact of User Personality Traits on Electronic Word-of-Mouth: Text-mining Social Media PlatformsJan 15, 2018 Panos Adamopoulos, Anindya Ghose, and Vilma Todri , 2018, 18-100
Personality is powerful when it comes to online WOM: the right sender-receiver match can boost brand appeal and sales.
5 Must-reads from Dartmouth’s Kusum AilawadiJan 15, 2018
Each month we feature a new reading list and commentary from one of our Academic Trustees – the best thinkers, teachers, and researchers in marketing today.
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