The common wisdom about marketing cocreated innovations is wrong

Researchers from the University of Hong Kong, University of Tennessee, University of British Columbia, and Arizona State University published a new paper in the Journal of Marketing that seeks the optimal strategy for communicating ...

The hidden secrets of creating a viral YouTube ad

Researchers from the University of Southern California, University of Houston, and Uber Technologies, Inc. published a new paper in the Journal of Marketing, which finds that in order to create viral ads, brands should arouse ...

Why sports fans find this brand violation a game winner

Researchers from University of Oregon and Zayed University (UAE) published a new paper in the Journal of Marketing, which finds that sports fans exhibit more favorable attitudes towards sponsors who adopt the team colors, ...

page 2 from 7