Brands and Brand Equity
Fit and Authenticity in Sponsorship and other Horizontal Marketing PartnershipsAug 01, 2019
T. Bettina Cornwell, University of Oregon
In a content driven media landscape, it is not surprising that brands partner with their world to tell stories, to communicate their values, and to ride the wave of excitement. How though to find the best partner for this adventure?
Poster: Trickle-Round Signals: When Low Status Is Mixed with HighApr 15, 2019 Silvia Bellezza, Columbia University
When and why do high-status individuals adopt items associated with traditionally low-status groups? Silvia Bellezza uses a signaling perspective to explain this phenomenon.
Poster: Online Reputation ManagementApr 15, 2019 Georgios Zervas, Boston University
With the increasing impact of online reviews on consumer decision making, what can firms do to manage their online reputations?
Poster: Branding in the New World: How Luxury Consumption, Social Comparison, and Brand Secrecy Impact Symbolic ConsumptionApr 15, 2019 Dafna Goor, Harvard University
Advertising and Brand Attitudes: Evidence from 575 Brands Over Five YearsFeb 28, 2019 Kenneth C. Wilbur, University of California, San Diego
Kenneth Wilbur will present research that investigates the relationships between three brand attitude variables (perceived quality, perceived value and recent satisfaction) and three types of advertising (national traditional, local traditional and digital).
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