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Topic: Branding

A hand preparing to write on a blank paper Research Brief / Sustainability

Organic Wines Prevail in an Analysis of French Wine Ratings

Standards vary and organics capture just 4% of world market

Wal-Mart giftcard Research Brief / Behavioral Decision Making

Gift Cards: When Versatility Is a Drawback

Cards redeemable only at a favorite store beat adding a second, less-loved retailer

Man buying jeans Research Brief / E-commerce

Retailing Cross-Platform Win: A Pop-Up Store Boosts Online Sales

Alibaba finds a fresh twist on an old-school store is an effective marketing tool

Person looking at billboard ads on a wall Research Brief / Branding

Luxury Goods: The Perils and Profits in Lower-Priced Markets

A study uses game theory to suggest when designer companies should license their names for down-market goods

A man shopping for soap Research Brief / Marketing

When It Pays Not to Help Your Customers Comparison Shop

Rakesh Sarin creates a model that shows consumer “ambiguity” about product quality should drive marketing and brand management strategy

Two people watching a Progressive Insurance ad on TV Research Brief / Advertising

The Limited Payoff in Auto Insurance Advertising

Ads aimed at brand awareness are shown to be more effective

Shelf of food and television Research Brief / Consumer Behavior

Examining the Difference Between Quality and Taste in Consumer Preferences

Laptops and TVs are based on quality, fast food and soda on taste; but some buyers defy these models, and it’s an opportunity for marketers