Meg Campbell will discuss how autonomy and authenticity influence coolness and how firms can draw upon each of these to build strong brands.
Based on an overview of 192 peer economy companies, Rob Kozinets and Rebeca Perren will discuss new ways to understand these markets and how they provide value by presenting marketers with a new frontier where social resources and software platform algorithms interact.
In increasingly interconnected global industries, how can companies maintain leadership, leverage their brand, and bring innovation and confidence to new markets while prices drop, competition increases, and commoditization looms?
Neil Malhotra will discuss research that investigated the effects of partisanship on participants’ economic choices and actions.
Jonathan Avila will explore potential points of privacy friction and suggest how consumer research and marketing can enhance the consumer experience by avoiding collision with emerging legal norms and consumer privacy expectations.
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