Whether you are: – a professionnal eager to find new methods or ideas to manage brands and products, or to better understand consumers – a researcher on the lookout for new perspectives, theories and results in the field – a student hungry for interesting and useful content about new marketing trends – a curious passer-by
This blog puts into the spotlight research articles that echoe contemporary managerial and societal issues or that I simply enjoyed reading. Recent papers from top reviews are prominently featured.
Research requires scientific skills and vocabulary that sometimes make it difficult for an outsider to understand. This blog aims at making marketing research accessible to anyone who shows interest.
Though marketing reseachers and professionals do not always share the same objectives or face the same issues, they can benefit from each other’s work. This blog brings them closer by showing how research can profit professionals.
Context In 2020, several fashion brands were severely berated by the public for failing to take a stand against racism in the Black Lives Matter movement. It is not unusual for consumers to punish brands following this type of transgressions. The punishments and their magnitudes depend on multiple variables such as brand personality or relationsContinue reading “Too cute to execute?”
Context The global consumers electronics market was estimated at $48.65 billion in 2020. The business disruption during the Covid pandemic encouraged consumers to subscribe to extended warranties, and it is now turning into a durable consumption pattern. As a consequence, the global consumers electronics is expected to hit $198.99 billion by 2030. Though this isContinue reading “How brand characteristics impact warranty valuations”
Context What do Cadbury, Bic and Cosmopolitan have in common? All three brands proceeded to unsuccessful brand extensions. Let us remember Cadbury’s instant mashed potatoes, Bic’s disposable underwear or Cosmopolitan’s yogurts. Brand extensions occur when a firm introduces products with the same brand name in a new category. They can increase or decrease brand equityContinue reading “Consumer traits and failed brand extensions”
Context In the last couple of years, the morose economic context has led to record low consumer morale. The consumers’ financial constraints may impact how they consume and how they feel about consuming. The financially constrained consumers tend to engage in compensatory consumption, ie consumption that will allow them to offset the unpleasantness caused byContinue reading “Financially constrained and happy to spend?”
Context The global consumption of coffee per second is estimated at 255 kg. In some countries such as Finland, the average consumption reaches 4 cups a day per capita. Since caffeine is known to be a powerful psychostimulant which excites the mind and the body for hours within seconds of the intake, one can wonderContinue reading “The coffee fee”
