Cultivating the Customer Asset
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?
The Causal Effect of Service Satisfaction on Customer LoyaltyJul 8, 2019 Guofang Huang, Purdue University, and K. Sudhir, Yale University, 2019, 19-122-07
What is the real value of customer satisfaction and loyalty? Using an instrumental variables approach, these authors find that firms may be underestimating the gains in customer lifetime value from improving service satisfaction.
Why Digital Goods Are Valued Less Than Physical GoodsJun 14, 2019
Carey Morewedge, Boston University
Many digital goods such as souvenir photographs, books, and films are substantive innovations relative to their physical counterparts. Despite this, consumers may ascribe less value to digital than to physical versions of the same good.
Measuring Customer Experiences: A Text-Based and Pictorial ScaleJun 10, 2019 Markus Gahler, University of Augsburg, Jan F. Klein, Tilburg University, and Michael Paul, University of Augsburg , 2019, 19-119-06
Two scales offer precise measures of CX performance across the consumer journey. Based on eight studies with nearly 3000 participants, researchers develop an 18-item text-based scale and an icon-based scale that captures six CX dimensions.
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