Brands and Brand Equity
The Shopping RevolutionSep 20, 2019 Barbara Kahn, University of Pennsylvania
Barbara Kahn will examine the companies that have been most successful during the recent wave of retail change, and offers fresh insights into what we can learn from their ascendance.
Firm’s Management of Social InteractionsSep 20, 2019 Dina Mayzlin, University of Southern California
In this session, Dina Mayzlin will present a framework for the different roles firms can use to manage social interactions.
Visual Elicitation of Brand PerceptionSep 18, 2019 Daria Dzyabura, New Economic School, Moscow and Renana Peres, Hebrew University of Jerusalem, 2019, 19-132
A new method and platform for direct, unaided, large-scale quantitative elicitation of brand perceptions. Machine learning and visual analytics extract systematic content associations from consumer-created collages, resulting in a rich set of brand associations for each brand.
Self-Effacing versus Self-Enhancing Brand Appeals: The Influence of Impression Management Styles on Consumption BehaviorSep 12, 2019 Tessa Garcia-Collart, Florida International University, and Jessica Rixom, University of Nevada, 2019, 19-130
Marketers don't need to shy away from boastful brand appeals when product efficacy is important to the category and the target consumer.
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?
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