How Luxury Brands Can Succeed in Social Media

Many luxury brands use social media channels, such as Facebook, Instagram, or Twitter, to communicate with consumers worldwide. The relevance of social media channels for luxury brand communication is likely to increase even more as luxury brands increasingly shift...

Three Decades of Loyalty Program Research

The Evolution and Future of Loyalty Programs: A Review Loyalty programs, which offer rewards to customers for their repeated engagement with a brand, have become a cornerstone of modern marketing strategies. These rewards can be both tangible, such as discounts and...

Not All Wrongdoing Companies Are Equal in the Public Eye

Consumer Reactions to Corporate Crises Corporate crises—those extraordinary critical events that can result in physical harm, financial loss, or environmental damage—often lead to significant backlash from consumers. When a company is at fault, it can face severe...

Global vs. Local Branding in the Era of Post-Globalization

Branding Across Globalization Stages In today’s rapidly changing global marketplace, brands face the challenge of navigating consumer perceptions that vary significantly depending on the level of globalization in their respective markets. Countries exhibit differing...

Brand Origin: What Happens When Consumers Get It Wrong?

Country-of-Origin: What Happens When Consumers Get It Wrong? The country-of-origin effect is a well-established phenomenon in international marketing and consumer behavior research. Consumers often associate certain intrinsic qualities of a product or brand with the...