Brands and Brand Equity
Understanding the (Negative and Positive) Effects of Gamification for CompaniesMay 8, 2020 René Eppmann, Magdalena Bekk, Kristina Klein, and Franziska Völckner, 2020, 20-114
Gamification is popular, but this study suggests that marketers should proceed with caution before using game elements to engage consumers with their brands. For highly trusted brands, the distraction of gamification can reduce consumer attention to product information.
Visual Listening In: Extracting Brand Image Portrayed on Social MediaMay 1, 2020 Liu Liu, Daria Dzyabura, and Natalie Mizik, 2020, 20-113
Evidence that analyzing the rich image data generated by consumers can generate valuable insights for marketers. The brand-portrayal metrics these researchers derived from consumer-created brand images were strongly correlated with survey-based metrics.
Keeping Your Customers Engaged: Research InsightsApr 08, 2020
Rima Toure-Tillery, Northwestern University
Rima Touré-Tillery presents findings from psychology and consumer research to explain what motivates customers to engage with brands—and how this might apply to the ongoing covid-19 crisis.
Win Customers in an Era of Endless DisruptionMar 18, 2020 Barbara Kahn, University of Pennsylvania
Barbara Kahn presents the "Kahn Retailing Success Matrix" which provides a framework that any company can use to create a competitive strategy to survive and thrive in today's – and tomorrow's disruptive environment.
_Poster: Brand Suitability: Understanding the Unintended Consequences of Adjacent Content on Brands in Digital EnvironmentsMar 12, 2020 Lauren Grewal, Dartmouth College
Lauren Grewal, Andrew T. Stephen, and Prasad Vana examine whether brands experience negative spillover effects from “unsafe” or “unsuitable” content that ends up being adjacent to their ads across various digital platforms (and if so, why this spillover occurs).
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