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Full-Text Articles in Business
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran
Research Collection Lee Kong Chian School Of Business
In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …
The Importance Of Branding In Small Businesses, Amber J. Rabie
The Importance Of Branding In Small Businesses, Amber J. Rabie
Senior Honors Theses
The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman
Faculty of Informatics - Papers (Archive)
Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.
The "Branding Effect" Of Contracts, D. Gordon Smith
The "Branding Effect" Of Contracts, D. Gordon Smith
Faculty Scholarship
In his case study of the MasterCard IPO and its predecessor piece on the Google IPO, Victor Fleischer claims to find evidence of a branding effect of legal infrastructure. The branding effect is not aimed at reducing the potential for opportunism by a counterparty to a contract, but rather at increasing the attractiveness of a product to present and future users or improving the image of a company in the eyes of regulators, judges, and juries. In this essay commenting on Fleischer's work, I endorse the notion that deal structures have branding effects and position Fleischer's work within a larger …