branding

Economists believe that consumers making purchasing decisions are pre-programmed to choose the normatively preferred option, described as “going with the flow.” However, going against the flow may be equally important. ...

Shopkeepers and store managers should base decisions on whether to discount or destroy leftover perishable goods on consumer behavior, an innovative new study has found. While marking down prices can provide welcome revenue for fo ...

The emerging phenomenon of personal branding on social media has important implications for job seekers, employers and social media platforms. In this talk, Prof Yanzhen CHEN will explore how online personal branding affects execu ...

Brand alliances bring together two or more brands in joint marketing events that in theory should benefit all participants. But the science behind which brand alliances make the best “fit” has been weak, complicated by ...