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Neon projects elite aura for amateur athletes

Nov. 13, 2013—Bright-colored products and brands do more than just draw attention. They allow people to signal a personal identity that aligns them with elite athletes, explains Vanderbilt marketing professor Jennifer Escalas.

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Why customer loyalty doesn’t always pay

Oct. 17, 2011—New research by Vanderbilt Owen Graduate School of Management professor Bruce Cooil and his coauthors finds that for all the attention companies pay to achieving high satisfaction levels among their customers, what matters most is how well a company ranks in comparison to rivals. No matter how much a customer likes a company or product, if they don’t like it more than the competition, they don’t always put their money where their mouth is.

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