Journal of Marketing Research

How Uncertain Times Can Impact Your Brand Choices

In times of uncertainty – which, with COVID-19, we’re all familiar with these days – consumers often buck the brand choices they’d normally make and gravitate toward the opposite, finds new research from Maryland Smith. For consumers that pin themselves as usually global-minded, uncertainty pushes them to local brands. The converse is true for people who usually shop local.

A Smarter Way to Advertise Online

A new algorithm developed at the University of Maryland’s Robert H. Smith School of Business allows companies to stretch their budgets and optimize results when buying online display ads.

“The method gives campaign managers an edge when bidding for limited advertising space on desired websites,” says Courtney Paulson, assistant professor in the Decision, Operations and Information Technologies Department at Maryland Smith. “It also works ahead of a campaign as a budget-setting tool.”

The Perks of Being a Hotel Goer

How Hotel Amenities Impact the Bottom Line

With the amount of choice in hotels, where to stay can come down to more than just price: Guest experience also matters. And the free amenities offered by a hotel can shape a guest’s experience. But how does offering those amenities add to the bottom line for a hotel?

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