Insights from MSI - 2012 Spring
For members only, Insights from MSI highlights new research from MSI academics. Each issue features several recent MSI working papers, offering marketing insights and fresh approaches to marketing practice.
Helping Consumers Find Better Content More Quickly
Dual product-social networks can help orchestrate web exploration, benefiting consumers and site owners.
How Brand Characteristics Affect Word of Mouth
How can managers create "talkable" brands? This study examines the link between investments in brands and their market outcomes.
How Social Goodwill Sways Consumer Beliefs
A "benevolent" halo can bolster product performance beliefs.
Brands and the Consumer Unconscious
How brands may influence consumer behavior and performance
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