For cooperative teams, modesty leaves the best impression

People may forgo displaying luxury brands and other signals of status when they want to convince others that they will collaborate well with a team, as people who signal their wealth and social status could be perceived as ...

When social irresponsibility goes viral

Branding is everything in marketing and the public perception of a company and its products and services. If consumers engage with a brand, if they love a brand, they are likely to be repeat customers and moreover will often ...

Study of luxury brand digital retailing during COVID-19

Luxury brands represent an important part of the global economy, albeit one that is generally accessible only to a small proportion of the world population. Research into the world of digital retailing in this realm has always ...

Finding the sweet spot in advertising personalization

Personalization is not a new phenomenon in marketing. It existed before the internet. In 1892, Sears, an American chain of department stores, was amongst the first companies to embrace the concept through direct marketing. ...

Can bad reviews be good for business? New research says yes

Negative online reviews and low-star ratings are generally known to be bad for brands, so much that there are entire businesses devoted to reversing the damage. But a new study from the UBC Sauder School of Business found ...

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