Branding

Moment marketing, a new sales strategy that leverages technology to synchronize online advertising with trending news and events in the real world, has taken the advertising world by storm. Facing ever fiercer competition for customers’ attention across channels, brands are increasingly turning to moment marketing to help them deliver the right message to ... 阅读更多

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 foodstuffs that would otherwise go to waste, this can also result in “intertemporal cannibalization”—a reduction in full-price sales ... 阅读更多

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 executive employment and compensation negotiation, with evidence from S&P 500 executives personal branding on Twitter and their career ... 阅读更多

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。原因是品牌在战略上形成联盟，令调研工作变得艰巨。现在研究人员填补了这一空白。他们创建了一个模型，用来衡量消费者给真实品牌的评级以及他们对不同品牌组合的喜好。 Ralf van der Lans、Bram Van den Bergh和Evelien Dieleman所做的研究阐明了对品牌联盟产生不同反应的原因所在，并检验了这些原因，即使在表面上这些联盟可能令人提出一些疑問。 作者说：“为什么在一级方程式赛车上，红牛与不太相似的品牌日产英菲尼迪联手，而不与品牌形象更相似的法拉利联手 ... 阅读更多