Digital, Doritos & the Taylor Swift Effect: What to expect from this year’s Super Bowl commercials

As the Super Bowl approaches, the buzz isn’t just about a rematch between the Kansas City Chiefs and the Philadelphia Eagles or Kendrick Lamar at halftime. For many viewers, it’s about the commercials. Virginia Tech marketing and brand management expert Donna Wertalik provides insights into the strategies behind the ads. “There is a lot of work and money behind those converted spots, generating a rare marketing opportunity for brands,” says Wertalik.

The advantage of digital-native brands setting up physical brand stores—and the challenge of preventing sales losses in existing channels

Researchers from Erasmus School of Economics at Erasmus University Rotterdam, KU Leuven, Universität zu Lübeck, Christian-Albrechts-Universität zu Kiel, and FoodLabs published a new Journal of Marketing article that investigates the multichannel impact of brand stores by digital-native FMCG brands.

Consumer behavior expert explains why fans spend thousands on Taylor Swift concert tickets

Subimal Chatterjee is a SUNY distinguished teaching professor of marketing in Binghamton University’s School of Management. He researches consumer behavior, irrational decision-making and how value perceptions are shaped. Why do fans spend thousands on concert tickets? For major artists like…