Stories about marketing

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.