Research Keyword

Nearly a century later, the Second World War conflict between Japan and China is still having an impact on brand sales, a new study finds. How can brands navigate historical events?

More and more consumers are engaging in showrooming, the practice of visiting brick-and-mortar retail stores to research a product before buying it elsewhere at a lower price.

Professor David Soberman weighs in on why popular American retailers struggle to stay in business north of the border.

Consumers are willing to pay more for the physical version of a product — even when a digital version better meets their needs. Can marketers flip the script?

In a world where brands compete for our attention, creating emotional connections through anthropomorphism can make a significant impact. Professor Pankaj Aggarwal shares insights on the pros and cons of humanizing brands and how it's changing today.

Go ahead, buy that new gizmo or toy. A new study challenges the notion that experiences bring greater joy than physical objects.

Consumers who spend more time deliberating about a product are more likely to make the most out of their purchase, new research finds.

When it comes to customer retention, familiarity trumps radical reinvention. Roger Martin explores how to do it properly in his latest book.