It takes just a few seconds for a movie or series trailer to grab you – or to lose you. New model makes most of each second.
When IHOP announced a temporary name change to IHOb this week, the jeers came quickly on social media. Yes, it was a gimmick. But was it a success? Marketing professors weigh in
Not excited about the World Cup? Just wait eight years.
Companies called out by hashtag movements like #BoycottStarbucks face not just a potential loss of revenue, but also a rising likelihood that customers will go out of their way to lie, cheat and steal from them.
Success in this year's midterm elections will come down to each party's ability to fire up its base to head to the polls to vote.
Struggling to compete with Sephora and the omni-threat of Amazon.com, Saks Fifth Avenue is making changes, and some analysts remain skeptical. Smith School professor Jie Zhang is more optimistic.
Online retail platforms dominate ecommerce. But in crowded markets, how can vendors stand out and maintain a competitive edge? Smith School professor Jie Zhang says vendors benefit from being in multiple places.
To win elections, there is a right way for political campaigns to spend their money, according to new research. Smith School professor Lingling Zhang and a co-author studied U.S. presidential campaigns for elections from 2004 through 2012.
The name Volvo has long conjured up an image of safety. But the fatal crash involving an autonomous Uber vehicle puts the brand in new peril, says Smith School reputation expert Roland Rust.
Research from Smith School professor Yajin Wang shows that luxury consumption triggers antisocial behavior, but only if the luxury product is perceived as rare and exclusive and is used in front of other people.