How to trust what your customers say about your brand

Marketers would love to get inside the consumer brain. And now they can. Researchers at UC Berkeley's Haas School of Business are using functional magnetic resonance imaging (fMRI) to see if what people say about brands matches ...

Measuring customer value? Don't overlook product returns

When trying to identify "good" customers, managers often ignore those who return products, or might even consider those customers non-ideal, decreasing the resources devoted to them. In the long term, however, satisfactory ...

Too many returns this holiday? How loyal customers can hurt sales

Many people have strong habits when it comes to shopping, preferring favorite stores and favorite brands. But a new study in the Journal of Marketing Research suggests that these same shoppers may have hidden habits that ...

Rivalry makes people more eco-conscious

(Phys.org) —Want to encourage people to do the right thing for the environment? Tell them their rivals are going green, says a new marketing study from the University of British Columbia's Sauder School of Business.

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