From the University of Colorado Boulder press release: Companies paying celebrities big money to endorse their products may not realize that negative perceptions about a celebrity are more likely to transfer to an endorsed brand…
From the University of Chicago Press Journals press release via EurekAlert!: Consumers may embrace products linked to a social identity such as gender or university affiliation when that identity is threatened by negative information, according…
From the University of Chicago Press Journals press release via EurekAlert!: Although it is tempting to use the word “we” to make consumers feel like part of the family, people react negatively when brands overstep…
From the Michigan State University press release: The more other customers look and act like us, the more likely we are to stay loyal to a particular store or product, according to a groundbreaking study…
From the Pennsylvania State University press release: Millennials rarely visit brand pages on Facebook even after they become their “fan.” That’s what research by Marcia DiStaso, an assistant professor of public relations in the College…
From the Norwegian School of Economics press release via AlphaGalileo: Customers who have mergers pushed down their throats react with frustration, dissatisfaction and – finally – by changing suppliers. They see it as a ‘forced…
From the University of Notre Dame press release: When facing a scandal, an organization must first consider what’s under attack. Is it the firm’s character or the quality of its product? A new study by…
From the Inderscience press release via AlphaGalileo: An analysis of the marketing and brand campaigns of internationally renowned footballers David Beckham and Ryan Giggs could provide marketing executives with insights into how brands can be…
From the Vanderbilt University press release via Newswise: Unlike any other television event, when it comes to the Super Bowl, the commercials are as much a part of the entertainment as the game. And though…
From the University of Chicago Press Journals press release via EurekAlert!: Humanizing a brand can influence consumer behavior in a healthy or unhealthy direction – depending on how they envision the brand, according to a…