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Full-Text Articles in Marketing
Buy Now, Regret Later: Rationalising The Irrational For Shopaholics, Knowledge@Smu
Buy Now, Regret Later: Rationalising The Irrational For Shopaholics, Knowledge@Smu
Knowledge@SMU
Why do we buy things that we don't need? One explanation is that it nourishes our consumerist cravings; that inexplicable sense of satisfaction that comes with the ownership of familiar items, but in a different colour, design, brand, smell, taste – things we tell ourselves to celebrate each euphoric ring on the cash register. What follows, however, are questions of doubt that plague even the most seasoned of shopaholics: Can I afford this? Can I really find good uses for this? Can this new car really fix my hair loss? According to a new study by SMU marketing professor Jane …
Aiming For “Brand Bonuses” In Times Of Budget Cuts, Knowledge@Smu
Aiming For “Brand Bonuses” In Times Of Budget Cuts, Knowledge@Smu
Knowledge@SMU
Branding, perceived by the bean-counters as an expense item, is always among the first to go during recessions. In its place are price cuts and price promotions aimed at delivering value to customers. The common (and predictable) belief is to stimulate demand quickly, so as to sustain production and operations during the trying times. After all, brand equity cannot possibly help close a sale or bring in the cash –- or can it? To answer this question, SMU’s Provost, Rajendra K. Srivastava, examined the financial performance of brands during a downturn in a hunt for the elusive “brand bonus”.
Branding For Airliners In A Web 2.0 World, Knowledge@Smu
Branding For Airliners In A Web 2.0 World, Knowledge@Smu
Knowledge@SMU
In the world of digital social networking, consumers can influence how brands are perceived. Airliners, often besieged with challenges in areas such as service, security, regulations, oil prices, make convenient targets for online critics. While many uncertainties exist in the business of running airliners, one certainty brought about by Web 2.0 is that customer experiences, good and bad, will be reported. That is why Shashank Nigam, CEO of SimpliFlying, an airline brand consultancy, believes that brands within the airline sector need to respond quickly.
Consumer Technology: Professional Versus 'Octopus' Peripherals, Knowledge@Smu
Consumer Technology: Professional Versus 'Octopus' Peripherals, Knowledge@Smu
Knowledge@SMU
Convergence is a popular term in consumer electronics. In recent years, a number of gadgets have evolved to take on different functions, as manufacturers try to out-do one another. Printers are now expected to scan and fax. Mobile phones are moonlighting as cameras. Mp3 players have become mini-television sets. In a paper about technological convergence, SMU marketing professors, Jin Han and Seh-Woong Chung, explore how consumers are really taking to such multi-purpose machines.
Marketing And Democracy: Similarities And Remedies, Knowledge@Smu
Marketing And Democracy: Similarities And Remedies, Knowledge@Smu
Knowledge@SMU
Marketing and democracy, two key concepts in the different fields of business and politics, share various traits. Political campaigns, like the landmark victory scored by Barack Obama, were increasingly run in a way that will make most marketing professionals proud. For the better or worse, both concepts have been criticised variously for what they are. Nevertheless, the two can learn and benefit from each other, says Harvard business administration professor John Quelch.
Marketing To Customer Networks: The New Way To Build Your Brand, Knowledge@Smu
Marketing To Customer Networks: The New Way To Build Your Brand, Knowledge@Smu
Knowledge@SMU
Digital technologies connect consumers, and as such, customers function not only as individuals but within customer networks. Negative and positive brand experiences can easily be broadcast across customer networks to powerful effect. This significant shift in the producer-consumer dynamic requires businesses to think and act differently. However, according to David Rogers, a speaker at the BRITE Asia ’09 conference, hosted by SMU, many businesses continue to view customer networks as threats rather than opportunities.
A Red Devils-Inspired Parallel In The Re-Branding Of Aig?, Knowledge@Smu
A Red Devils-Inspired Parallel In The Re-Branding Of Aig?, Knowledge@Smu
Knowledge@SMU
AIG’s sponsorship of Manchester United has given the insurance giant a big boost in brand visibility. However, before more value can be extracted from the $107 million deal, the financial crisis hit. Coupled with the on-going outrage over AIG’s legal obligations to pay bonuses to the Financial Products division -- the same business unit that caused most of its financial issues, the company is suffering from unprecedented damage to its credibility and branding. Steps are being taken to re-brand the company. How can this be more effective?