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An international team of researchers has developed a tool for assessing brand reputation in real time and over time. In a demonstration that looked at leading brands, the researchers found that changes in a given brand’s stock shares reflected real-time changes in the brand’s reputation.
Read moreMarketing and consumer behavior experts Amna Kirmani and Henry C. (Hank) Boyd III at the University of Maryland’s Robert H. Smith School
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In the wake of unrest like that from the George Floyd protests, some companies will be slow to release statements, wary of having their message misconstrued by those who disagree. But silence is not a winning strategy, says marketing professor Amna Kirmani.
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