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UrduPolitical affiliation may not make a difference on everyday purchases for individuals, but it can play a role when buying for friends, family and co-workers, new research from the University of New Hampshire has found. This may have implications for gift buying this holiday season and beyond.
Tag: Marketing Strategy
Do Customers Perceive AI-Written Communications as Less Authentic?
How do consumers feel about robots generating emotionally charged marketing content? That’s the question a New York Institute of Technology professor raises in a new Journal of Business Research study.
Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand
Abstract Brand identity helps customers to identify, as well as distinguish alternative competitive brands. If there is a consistent marketing strategy and consistent messaging, brand identity remains consistent, which helps in improving sales management and generating better revenue for the…
Why the UFC-WWE Merger is a One-Two Marketing Punch
Marketing professor Mary Beth Furst explains why TKO has reason to believe that both WWE and UFC can complement each other to grow the overall market of viewers in the combat sports and entertainment space.
These factors have the biggest impact on influencer marketing effectiveness
New research from the University of Washington professor Robert Palmatier examines how factors related to social media influencers, their posts and their followers impact marketing success. The study concluded that reallocating spending based on the study’s insights could result in a 16.6% increase in engagement.
Super Bowl Ads Critique: Maryland Smith Experts Available
Consumer behavior and advertising experts at the University of Maryland’s Robert H. Smith School of Business are available to critique this year’s Super Bowl commercials. The experts are marketing professors Henry C. Boyd III, Amna Kirmani and Judy Frels. Boyd…
A Pandemic Playbook for Super Bowl Advertisers
With Super Bowl 55 less than two weeks away, marketers are geared up for this year’s batch of advertisements. But after a tumultuous year, what’s the right tone for advertisers to strike? Maryland Smith’s Henry C. Boyd III has an idea.
Free Digital Marketing Series from Maryland Smith Begins Sept. 30
Marketing professor Mary Harms will cover key digital marketing strategies and tactics to create awareness and the best consumer experience and to resonate with target audiences, in a three-part, free webinar series from the University of Maryland.
Keys to an Effective Washington Redskins Rebranding
Marketing professor and consumer behavior expert Henry C. (Hank) Boyd III at the University of Maryland’s Robert H. Smith School of Business is available to expand on his comments, below, that explain keys to a successful rebranding of the NFL’s Washington franchise as…