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Lifestyle Brands: The Elephant In The Room

Lifestyle brands (LBs) address consumers’ core values through both their tangible and symbolic qualities. In using them, consumers hope to possess and project the values and qualities that these Read More »

Date: 2013
Author: Caroline Graham Austin, Geraldo Matos
Contributor: eb™ Research Team
Article

Brand Consensus And Multivocality: Disentangling The Effects Of The Brand, The Consumer, And The

Branding research and practice offer two contrasting perspectives on how much control managers have over brand meaning (Allen, Fournier, & Miller, 2008). The most established tradition positions Read More »

Date: 2013
Author: Claudio Alvarez, Remi Trudel, Susan Fournier
Contributor: eb™ Research Team
Article

Wanting What Almost Wasn’t: Counterfactual Reflection Heightens Valuation Of Branded Products

Apple and Google were started in garages. Fedex took off with $27,000 in winnings at a Vegas blackjack table. Southwest was conceived on a cocktail napkin. The story behind a brand has always been Read More »

Date: 2013
Author: Hal E. Hershfield, Adam D. Galinsky, Neal J. Roese
Contributor: eb™ Research Team
Article

Somewhere Out There: The Power Of Brands To Act As Virtual Proxies Signifying Safety And

There are about 1,400,000 active military personnel across all branches: 103,000 are “afloat” and 297,000 are installed in foreign countries (US Census 2012, Table 509). All are in a state of Read More »

Date: 2013
Author: Hope Jensen Schau, Mary C. Gilly, Mary Wolfinbarger Celsi
Contributor: eb™ Research Team
Article

The Braggart’s Dilemma: On The Social Rewards And Penalties Of Advertising Prosocial Behavior

Public displays of generosity are ubiquitous. People often signal their generosity to others by wearing t-shirts or announcing their good deeds to wide audiences on social networking sites. One Read More »

Date: 2013
Author: Jonathan Z. Berman, Emma E. Levine, Alixandra Barasch, Deborah A. Small
Contributor: eb™ Research Team
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