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 pre ...

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

Shopkeepers and store managers should base decisions on whether to discount or destroy leftover perishable goo ...

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, emplo ...

苹果應與奔驰或韩国现代合作?品牌联盟的意义
VAN DER LANS, Ralf | Van den BERGH, Bram | DIELEMAN, Evelien

品牌联盟指两个或更多的品牌联手搞营销,这种联合营销活动理论上应对所有参与者有益。但是使品牌联盟达到最佳“契合度”的理论却很薄弱,而收集数据并确定最佳衡量尺度很困难,使问题更复杂化。原因是品牌在战略 ...