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Smith Business Close-Up: Conspicuous Branding

Jul 14, 2013
World Class Faculty & Research

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Air dates: Thursday, July 11, 2013, 7:30 p.m.; Sunday, July 14, 2013, 7:30 a.m.

If you got it, don’t flaunt it. That’s the conclusion Smith School researchers came to when they studied how people display the brands they use. According to the study, people flaunting the brands they use in a conspicuous manner – such as obnoxiously displaying a designer handbag label or wearing Gucci sunglass indoors – is a big turn-off for many consumers.

In this edition of Smith Business Close-Up with the University of Maryland’s Robert H. Smith School of Business, Amna Kirmani talks about the turn-offs of conspicuous brand use and what marketers can do about it.

Kirmani is a professor of marketing at the Smith School. She is also director of the school’s PhD program. Her research interests include consumers’ inferences of product quality from marketing signals, consumers’ use of persuasion knowledge, and branding. Her work has been published in top academic journals and has won several awards.

Smith Business Close-Up is co-produced by the Robert H. Smith School of Business and Maryland Public Television. The television segment focuses on the latest thinking in business management, and features in-depth interviews with Smith School faculty and other members of the school’s community of business leaders.

Where to Watch
Smith Business Close-Up can be seen bi-weekly on Maryland Public Television's Your Business and Money. The program airs at 7:30 p.m. on Thursdays and is repeated the following Sunday at 7:30 a.m. on public television stations throughout Maryland and the Washington, D.C., metropolitan region, including:

  • WMPB-TV (Ch. 67), Baltimore
  • WMPT-TV (Ch. 22), DC metro/Annapolis
  • WCPB-TV (Ch. 28), Salisbury
  • WFPT-TV (Ch. 62), Frederick
  • WWPB-TV (Ch. 31), Hagerstown
  • WGPT-TV (Ch. 36), Oakland
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About the University of Maryland's Robert H. Smith School of Business 

The Robert H. Smith School of Business is an internationally recognized leader in management education and research. One of 12 colleges and schools at the University of Maryland, College Park, the Smith School offers undergraduate, full-time and part-time MBA, executive MBA, online MBA, MS in business, PhD and executive education programs, as well as outreach services to the corporate community. The school offers its degree, custom and certification programs in learning locations in North America and Asia.