Navigating contradictory logics in the field of luxury retailing
Jean-Baptiste Welté, Julien Cayla & Eileen Fischer - Journal of Retailing
hybrid strategy will luxury retailers adapt to a changing luxury market. In this paper, we explore the implications of multiple logics influencing this field, focusing particularly on logics coming into tension with one another.
The intimacy trap: Navigating the commercial friendships of luxury
Jean-Baptiste Welté, Julien Cayla & Bernard Covac - Journal of Business Research
Commercial friendships in luxury can lead to the intimacy trap – a relationship where customers take advantage of their intimacy with salespeople. In this study, we propose some pathways to help salespeople manage these critical relationships and to avoid the intimacy trap.
Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength
Abhishek Pathak, Kosuke Motoki, Monin Techawachiraku & Gemma Anne Calvert - Food Quality and Preference
This research shows that "spiky" speech sounds embedded in a brand name increase the expected level of carbonation in carbonated soft drinks.
Sizes are gendered: The effect of size cues in brand names on brand stereotyping
Kuangjie Zhang, Shaobo (Kevin) Li & Sharon Ng - Journal of Consumer Research
This research examines how a brand name size cue (e.g., Xiaomi, Mini Cooper, Giant) evokes gender associations, which subsequently affect consumers’ perception of the brand.
Should one invest in brand relationships to drive customer loyalty?
Customer brand loyalty is one of the most important concepts in marketing.
Will plans to rejuvenate Orchard Road work?
The Government’s recently-announced plans to transform Orchard Road into a green “lifestyle destination” include offering different themed lifestyle experiences and developing a highly walkable green corridor along Singapore’s most famous thoroughfare.
Branding in the Age of Digitalisation
One can never be a market leader unless in the first place, your customers knows your brand – who you are, what value you offer, loves your value offer and share this with their community.
Who on earth still buys counterfeit branded goods?
The Organisation for Economic Co-operation and Development (OECD) reported that international trade in counterfeit and pirated products has increased from US$250 billion in 2008 to US$1 trillion in 2016.
Uncertainty shapes the way we shop and make important choices
Should you buy Apple’s new MacBook or a Microsoft Surface Pro tablet? For people who know little or care little about laptop specifications, they would most likely pick the product that speaks to their heart’s desire the most.
UNESCO listing may lift hawker culture but saving it is a different challenge
The bid to list Singapore hawkers may help preserve hawker culture as a distinctive expression of Singapore’s customs but continued efforts are needed to boost the hawker scene, says one observer.
The light way to customers’ hearts
As you browse through the latest releases in a quiet bookstore, two books catch your eye: A kiss-and-tell paperback of an infamous politician and a hardcover offering a sober analysis of the global implications from the rise of the said man.
Acing Consumer Behaviour: It’s Not About How Much It Costs... It’s About How Well It Fits
Does it matter if a bar of soap is described as one which “gives you softer, smoother skin” or which “gives your skin some love”? Or if a computer boasts “4 million pixels” or seduces you with “a whole new vision for the notebook”?
My Professor Says: Johan Burger (Why is Africa still an untapped market)
Although Africa presents a world of business opportunities for manufacturers, exporters and wholesalers, it is still an untapped market today. We speak to Johan Burger, director of the NTU-SBF Centre for African Studies, to find out more.