Idea posted: September 2021

Institutions: Kellogg School of Management    Ohio State University Fisher College of Business    Universidad Autónoma de Madrid   

A study based on an exhaustive review of the research related to personalized marketing—marketing that is tailored to the interests or personalities of consumers—dissects the psychological and contextual factors that…

Idea posted: September 2019

Institutions: The Wharton School of the University of Pennsylvania    Stanford Graduate School of Business    Carnegie Mellon University   

From General Motors to the local hair salon, every company, business and organization knows that marketing today inevitably includes social media marketing. Visibility is important: marketers will exert great effort…

Idea posted: July 2019

Institutions:

Most people will agree – and academic research supports them – that men and women have different shopping styles. Women are more likely than men to see shopping as a…

Idea posted: May 2018

Institutions: Erasmus School of Economics, Erasmus University    University of Missouri-Kansas City Henry Bloch School of Management    State University of New York At Buffalo School of Management    University of Pittsburgh Joseph M. Katz Graduate School of Business   

For many brand managers, the link between brand equity — the knowledge of and trust in the brand that for consumers differentiates that brand from its competitors — and brand…

Idea posted: April 2018

Institutions: Nanyang Business School    Columbia Business School   

Some people have a greater desire for control than others. Specifically, they need to feel that they have control over their surrounding environment — that they are in control of…

Idea posted: March 2018

Institutions: University of California, San Diego    University of Bonn   

Companies have two options for the acquisition of customers through customer online searches. The first is to pay for search ads — those links that appear at the top of…

Idea posted: March 2018

Institutions: Rutgers University Business School   

The steadily declining effectiveness of traditional marketing approaches — from advertising to direct mail in the mailbox to email blasts — has been well-documented. Traditional marketing is too often equated…

Idea posted: March 2018

Institutions: Columbia Business School    Tsinghua University School of Economics and Management   

Many consumers find it more difficult to justify buying frivolous, hedonic purchases — in other words, purchases from fine chocolates and DVDs to vacations that are motivated by fun and…

Idea posted: March 2018

Institutions: UCLA Anderson School of Management    University of Southern California Marshall School of Business    University of Toronto Rotman School of Management   

The popularity of customer review sites such as Yelp and TripAdvisor have turned these sites into an important element of a service company’s marketing package. According to the results of…