Stories about marketing

Daniel Zane investigates what happens to consumers when they are distracted by a background ad while multitasking.

Wang studies the effect of mobile shopping on customer loyalty, frequency and order size.

Marketers have for decades worked on brand anthropomorphism in an effort to build a stronger connection with consumers. Marina Puzakova’s work explores what happens when they succeed.

David A. Griffith examines reciprocal value-sharing in manufacturer-retailer relationships.

David A. Griffith researches how retailers can better keep brand manufacturers as tenants.

When retailers expand their mobile strategies, there may be unforeseen consequences.