Winter 2023
Don’t Fight the Flow
Gauthier Boche explains when and how to change with the culture, using real-world examples of when–and when not–to go with the flow
Can Marketing Prevent Radicalization?
A new Journal of Public Policy & Marketing special issue focuses on marketing’s role in a problem that plagues today’s society
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Marketing News
Four Strategies Define the Future of Purpose-Driven Branding
In 2003, Dove conducted a study that revealed fewer than 3% of women regarded themselves as beautiful. This led to the Real Beauty campaign, which involved a host of vehicles to change perceptions. One was the “Dove Real Beauty Sketches,” a short film that showed that an artist’s drawing of a women based on her […]
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Article
Can Brands Influence Social Outcomes? The Impact of COVID-19-Related Brand Advertising on Social Distancing Behavior
According to a new Journal of Marketing study, brands have the power to impact socially beneficial outcomes through socially relevant messages embedded in the narratives of their TV ads.
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Article
Think Before Designing Your Logo: How Marketers Can Capitalize on the Power of Perception to Influence Beliefs About Brand Performance
How do different design elements affect brand perceptions? A new Journal of Marketing study explores how marketers can capitalize on the power of perception.
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Article
Self(ie) Disclosure: How Selfies Shape Brand Interactions
Which brand imagery is most valuable for firms? A new JMR study demonstrates the superiority of brand selfies using cutting-edge machine learning and questions conventional social media metrics.
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Article
Don’t Say “It’s Usually Better”
When presenting a product, don’t add comments like “it usually looks nicer” or “it looks even better when…” A new Journal of Marketing Research study shows how this backfires.
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Article
Being Alice: Here’s Why We Fall into Rabbit Holes and How to Climb Back Out
Consumers often become “stuck in a rabbit hole” when consuming media, watching several videos on the same topic. A new Journal of Marketing Research study explains why this happens and the implications for marketers.
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