The management of brands evolves as businesses become more global, distribution channels evolve, and consumer expectations shift.

University research plays an important role in this arena. Research can capture environmental changes and investigate the impact of brand practices (such as creating sub-brands, managing brands in teams, etc.) on the brand's value. As insights are collected, we can develop a more complete picture of how corporate and environmental actions influence the value of the brand.

To advance knowledge in branding and brand management, the Center sponsors competitive summer research grants.

More Information

• Brand consultant and retailing resources

Grants

To advance knowledge in branding and brand management, the Center sponsors competitive summer research grants. These grants fund a faculty member or doctoral candidate who plans research in which the findings will advance knowledge of a current issue in brand management. Funding offsets costs associated with data collection, analysis, and manuscript preparation. The Center assists in the publication and distribution of the report, and findings are presented at Advisory Board meetings.

Publications

Highlighted Publications

• “Brand Portfolio Strategy and Firm Performance,” Journal of Marketing
• “Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation,” Journal of Consumer Research
• “The Impact of Brand Equity and Innovation on the Long-term Effectiveness of Promotions,” Journal of Marketing Research
• “Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation,” Journal of Consumer Research
• “The Impact of Brand Equity and Innovation on the Long-term Effectiveness of Promotions,” Journal of Marketing Research

Advertising

• “The Impact of Advertising Creativity on the Hierarchy-of-Effects,” Journal of Advertising
• “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity,” forthcoming Marketing Science
• “The Effects of Gender on Processing Advertising and Product Trial Information,” Marketing Letters
• “Memory Interference in Advertising: A Replication and Extension,” Journal of Consumer Research
• “A Process Analysis of the Effects of Humorous Advertising Executions on Brand Claims Memory,” Journal of Consumer Psychology

Brand Evaluation

• “Brand Portfolio Strategy and Firm Performance,” Journal of Marketing
• “Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation,” Journal of Consumer Research
• “The Impact of Brand Equity and Innovation on the Long-term Effectiveness of Promotions,” Journal of Marketing Research
• “Can Behavioral WOM Measures Provide Insight Into the Net Promoter© Concept of Customer Loyalty?,” Marketing Science
• “Retrieval Disruption in Collaborative Groups Due to Brand Cues,” Journal of Consumer Research
• “Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model,” Journal of Consumer Research
• “The Effects of Discount Location and Frame on Consumers’ Price Estimates,” forthcoming Journal of Retailing

Category Management

• “Focal Supplier Opportunism in Supermarket Retailer Category Management,” Journal of Operations Management

Customer Satisfaction and Loyalty

• “The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance,” Marketing Science
• “Intentional Forgetting as a Facilitator for Recalling New Product Attributes,” Journal of Experimental Psychology: Applied

Marketing

• “The Paradox of a Marketing Planning Capability,” Journal of the Academy of Marketing Science

Pricing

• “Call for Prices: Strategic Implications of Raising Consumers' Costs,” forthcoming Marketing Science
• “Cents or Percent? The Effects of Promotion Framing on Price Expectations and Choice,” Journal of Marketing