Why Category Killers Can’t Survive
Your browser does not support the audio element. Wharton marketing professor John Zhang says category…
Browsing: Consumer Behavior
How Brands Can Swim Against the Inflation Stream
“Unprecedented inflation”, “highest inflation rate in 40 years”, “peak inflation”, and “first waves of a…
THE BRAND BABBLE ISSUE
The focus of today’s sermon will be brand babble and the widespread and usually silly…
Will Lush’s Decision to Deactivate Social Media Pay Off?
Shutting down social media accounts is a risky move for any retailer, especially one that…
Gamification strategy and DTC brand marketing
Nike’s Apps Played a Crucial Role in Driving Engagement & Digital Revenue Nike’s mobile apps have helped to fuel sales growth during the pandemic as part…
What Makes Songs Popular? It’s All About ‘You’
Knowledge@Wharton: What question motivated you to do this research? Jonah Berger: We’ve been doing a lot of…
How to build brand love and why it matters now
A crisis can bring out the best in people. And it can for companies too.…
Understanding and shaping consumer behavior in the next normal
Consumer beliefs and behaviors are changing fast. To keep up with—and perhaps even influence—those changes,…
MILLENNIALS ‘KILLED’ THESE PRODUCTS, BUT COVID-19 BROUGHT THEM BACK
American cheese, napkins and golf are all enjoying a resurgence Few generations have been as…
Fashion Fail: Where Did Forever 21 Go Wrong?
From its reign as king of the mall just a few years ago to its…