branding

Going against the Flow: Bodily Sensation and Consumer Choice
KWON, Mina | ADAVAL, Rashmi

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. ...

“Bang bang”: an optimal sales strategy for perishable goods
HU, Peng | SHUM, Stephen | YU, Man

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 ...

Does Personal Branding on Social Media Boost Career? - Evidence from the Market for Executives

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 ...

Apple and Mercedes? or Apple and Hyundai? Why Some Brand Alliances Make More Sense Than Others
VAN DER LANS, Ralf | Van den BERGH, Bram | DIELEMAN, Evelien

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 ...