The Power of Colour in Marketing

Idea posted: September 2013

Institutions: University of California Berkeley Haas School of Business   

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…

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Consumers/Brand Relationships and Fair Treatment

Idea posted: April 2013

Institutions: Duke University Fuqua School of Business    University of Toronto Rotman School of Management   

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…

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Turning Employees into Brand Champions: Leadership Style Makes a Difference

Idea posted: January 2013

Institutions: HEC Lausanne    WHU–Otto Beisheim School of Management    University of St. Gallen   

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…

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