Cultivating the Customer Asset
Poster: Branding in the New World: How Luxury Consumption, Social Comparison, and Brand Secrecy Impact Symbolic ConsumptionApr 15, 2019 Dafna Goor, Harvard University
Good Vibrations: Consumer Responses to Technology-Mediated Haptic FeedbackApr 12, 2019 Rhonda Hadi and Ana Valenzuela, 2019, 19-116-04
In the right setting - such as physical fitness and health contexts, haptic feedback may be an easy way to positively influence consumers’ responses to the message and the sender.
Connecting with the Right Customer with the Right Message at the Right Time: U.S. Pharma PerspectiveApr 05, 2019 Kartik Shukla, Senior Director, Marketing IV Iron Franchise, Daiichi Sankyo, Inc.
Journal Must-Reads: Sharon Shavitt, University of Illinois at Urbana-ChampaignFeb 19, 2019
Selected for members by MSI Scholars. Stay current on the most impactful new research in the marketing journals.
The Manipulative Art of Pre-Service Tip ElicitationFeb 15, 2019 Nathan B. Warren, Sara Hanson, and Hong Yuan , 2019, 19-111-02
Managers should be careful with new tip-requesting technology. In online delivery, quick-service food, and beauty service settings, requesting a tip before (versus after) completing a service reduced return intentions, diminished word of mouth, lowered online ratings, and resulted in smaller tips.
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