What's the secret behind the world's stickiest brands?

Researchers from Newcastle University London, Fordham University, and University of Minho published a new paper in the Journal of Marketing that examines how some brands create "sticky" customer journeys that keep customers ...

Is honey as sweet by another name?

Can direct advertising work for leading brands in an emerging market such as India. The question is answered with respect to the marketing of honey in the International Journal of Comparative Management.

How the COVID-19 crisis could remodel the luxury industry

The COVID-19 crisis has hit the luxury and fashion industry hard. According to a study conducted by the Boston Consulting Group, sales in these two sectors could drop by 25% to 30% compared to 2019.

How to brand cultural products in overseas markets

Researchers from Shanghai University of Finance and Economics and the University of Arizona published a new paper in the Journal of Marketing that examines brand name strategies when cultural products are marketed in foreign ...

Branding in a hyperconnected world

Researchers from the University of Pittsburgh, Texas A&M, UNC-Chapel Hill, University of Wisconsin, and Columbia University published a new paper in the Journal of Marketing that examines the changing role and management ...

Flour power: How shoppers choose which bread to buy

You're standing in the bread aisle, faced with an array of loaves with a variety of claims. There's low GI, multigrain, added vitamins, unbleached, gluten free... Which one do you buy? And what is the main influence on that ...

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