Author Archives: Johanna Volpert

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”

Context “An investment in knowledge always pays the best interest” said Benjamin Franklin. And when taking closer look at the tuition fees of the top universities, we can even say that education is a costly investment indeed. Today, as excellent colleges emerge all around the world, the traditional top establishments (usually in the US andContinue reading “University heritage, a strategic tool to attract prospective students?”

Context This year marks Coca Cola’s 135th anniversary. The firm celebrated by awarding grants to support local, environmental and community projects, thereby showing how it can still remain relevant and contribute to today’s world despite its age. Although some may argue that brand antiquity (ie the year a brand was founded) translates into old ageContinue reading “Older, better, pricier”

Context As shown by this article, money is a bone of contention for many couples, especially when it comes to joint savings. This is because couples make both joint and individual decisions – about finances, and in general. However, the pursuit of individual goals can sometimes affect the pursuit of shared goals: for instance, ifContinue reading “It takes two to tango”

Context During the Covid pandemic, the NHS became very concerned about mental health and devised guidelines so that people would better cope with loneliness. Loneliness is an unpleasant feeling of social isolation. As the song goes “all by myself, don’t want to be, all by myself anymore” and as suggested by the NHS guidelines, lonelinessContinue reading “Reused goods and the power of connectedness”

Context Subscription boxes have been thriving on the market for some years now, and may be found in various sectors such as food, drink, style, beauty, hobbies etc. Thanks to them, consumers can experience the thrill of being surprised each month by products they have not chosen et sometimes have never even heard of. TheContinue reading “When luck improves consumption experiences”