Cultivating the Customer Asset
The Braggart and the Brand: The Role of Brand Attachment in Brand-Related BraggingJan 31, 2018 Tejvir Sekhon, Barbara Bickart, Remi Trudel, and Susan Fournier, 2018, 18-103-01
Marketers usually count all positive social media mentions as a good thing, but status-signaling by brand bragging can tarnish the brand’s likeability – unless that brag is softened by the consumer conveying their brand love. "Well-accessorized for Friday night outing with my #AppleWatch (#SheIsABeauty)"
Atypicality and Cultural SuccessJan 25, 2018 Jonah Berger and Grant Packard, 2018, 18-101-01
Why do some things catch on and others don't? This study of thousands of songs showed that atypicality may be key: A 16% increase in lyrical differentiation was associated with a one-position improvement in chart ranking.
The Long Reach of Sponsorship: How Fan Isolation and Identification Strength Jointly Shape Sponsorship PerformanceSep 28, 2017 Marc Mazodier, Conor M. Henderson, and Joshua T. Beck, 2017, 17-123-09
40% of sports fans live far from their home team, and this study of 1000+ fans over three countries suggests that the strong team loyalists among them are a promising target for sports sponsorship investment. For brands with global ambitions, a large fan disaspora may be especially attractive.
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future DirectionsAug 15, 2017 E. Ascarza, S. Neslin, O. Netzer, Z. Anderson, P. Fader, S. Gupta, B. Hardie, A. Lemmens, B. Libai, D.Neal, F.Provost, R.Schrift, 2017, 17-118-08
This integrated framework centers on continued transactions with customers – distinguishing between which customers are at risk and which should be targeted, as they aren’t necessarily the same customers. Researchers identify tradeoffs between reactive and proactive retention programs, short-term and long-term remedies, and discrete campaigns and continuous processes for managing retention.
Post-Purchase Co-Creation: Consumer Segmentation in Consumer-Driven Collaborative Product DevelopmentJul 5, 2017 Keith Marion Smith, Northeastern University, John Hulland, University of Georgia, and Andrew Stephen, University of Oxford, 2017, 17-115-07
Post-purchase co-creation can offer unique levers to influence consumers. This investigation of online communities and consumption of software products identifies three important segments requiring different marketing strategies: co-creation creators, co-creation consumers, and core consumers.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.