Marketing messages promising powerful benefits such as enhanced social status in return for smoking a particular brand of cigarettes or sexual potency after taking a ‘cure’ for erectile dysfunction are often accompanied by grave warnings of possible side effects, including increased risks of stroke, heart disease and cancer. Such warnings buffer companies from liability — […]
Read More… from Health Warnings Can Boost Sales: Regulators Beware
While traditional advertising still commands the lion’s share of the marketing budget, companies continue to look for alternative communication platforms to enhance their brands, including event marketing. How effective is this type of marketing? Researchers Lia Zarantonello of the IÉSEG School of Management in Lille, France, and Bernd Schmitt of Columbia Business School provide some […]
Read More… from Building Brand Equity through Event Marketing
Why do people buy? In an era of almost unlimited choices and unprecedented access to products and services, understanding what will push customers to buy a particular product is vital to any kind of business success. Neuroscience, for example, has become a major window into the mind of the consumer. Through an in-depth statistical analysis […]
When we choose products, it is easy to assume we are doing so because of the benefits – or perceived benefits – they offer us. Whether it is the newest generation smartphone, our safe and reliable family car, or our favourite wine, do we not base our choices on the value a particular product holds […]
The field of brand management is undergoing a metamorphosis as the pace of change in our world increases. The brand-building process we used to take for granted, particularly in terms of communication, has changed irrevocably. No longer can leaders and their marketing teams rely simply on slick advertising campaigns to market their products, boost the […]
Read More… from All-consuming: Brand Management in the Digital Age
Social media encompasses the activities and behaviours of communities of people who gather online to share knowledge and opinions. Social media, or otherwise ‘user-generated communication’, now represents a prevalent source of information. It has changed the tools and strategies companies use to communicate, highlighting that the information control now lies with the customer. Despite the […]
Read More… from Social Media – Time for B2B to Join the Party
Colour has been found to affect cognition, moods and feelings, all of which in turn can influence consumer decision-making. According to the US-based Color Marketing Group, it can increase brand recognition by up to 80 per cent. Not surprisingly then, numerous studies have focused on the effects of colour in marketing and advertising, clearly demonstrating […]
Some researchers argue that consumers form a relationship with brands that in many ways mirror social relationships. Pankaj Aggarwal, a marketing professor at the Rotman School of Management, and Richard P. Larrick, a professor of management at Duke University’s Fuqua School of Business, bolster that research with studies that focus on the issue of fairness. […]
Read More… from Consumers/Brand Relationships and Fair Treatment
Employee performance plays a vital role in the success of a service brand. In this Idea, faculty from HEC, WHU–Otto Beisheim School of Management and University of St. Gallen set out to examine what type of leadership is required to stimulate employees to build and strengthen an organization’s brand image. In internal marketing and brand […]
Read More… from Turning Employees into Brand Champions: Leadership Style Makes a Difference
