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Headlines
What's Next For GenAI In Marketing | Forrester, 10 sep 2024
Three revolutions are converging but only good marketers will benefit | MarketingWeek, 10 sep 2024
THE PATH TO 'DATA POWERED' ADVERTISING: HOW TO DYNAMICALLY HARNESS DATA FOR RESULTS AT SCALE | AdAge, 10 sep 2024
Go outside: 7 ways to get started with DOOH advertising | The Drum, 10 sep 2024
The Trick to Boosting Customer Referrals | Knowledge at Wharton, 10 sep 2024
Strategies for Effective Media Relations - Mastering the Art of PR | CIO Look, 10 sep 2024
Future of AI in content marketing: Key trends and 7 predictions | Search Engine Land, 09 sep 2024
Top 34 Branding Statistics and Trends to Know In 2024 | Influencer Marketing Hub, 08 sep 2024
How Consumer Insights & Analytics Can Transform Your Brand | The Free Press Journal, 19 aug 2024
Understanding Consumer Behavior | Supermarket News, 08 jun 2024
April 2022
Mohammad Anas Wahaj | 25 apr 2022
Generating positive word-of-mouth (WOM) is one of the important component of brand influence. Nowadays, brands utilize influencer marketing strategies to get WOM. The study, 'How implicit self-theories and dual-brand personalities enhance word-of-mouth' [Authors: Arvind Sahay (Indian Institute of Management Ahmedabad), Sudipta Mandal (Indian Institute of Management Indore), Adrian Terron (Tata Group), Kavita Mahto (Tata Sons Ltd)], published in European Journal of Marketing, investigates how and why consumers' mindsets can influence their WOM intentions toward a brand and the consequent implications for a brand's personality. The research study finds that fixed (growth) mindset individuals exhibit greater WOM intentions than growth (fixed) mindset individuals for motives of 'impression management' ('learning and information acquisition'). Moreover, the study results also demonstrate that brands that exhibit dual personality dimensions simultaneously, one salient and the other non-salient at any instant, garner equivalent WOM intentions from both fixed and growth mindset individuals, contingent on the fit between the salient brand personality dimension and the dominant consumer mindset. Finally, using a real brand, it can be seen that WOM intentions actually translate into behavior'. Prof. Arvind Sahay says, 'In today's world, influencers, both offline and online world, influencers, both offline and online, help you to sell your brand. Many of these influencers will have different kinds of personalities. As a brand, if I can build personalities of the brand itself, that appeals more to different kinds of influencers, they will generate more word-of-mouth.' Prof. Sahay suggests, 'Brands which have a purpose, brands which empathise with their customers, brands who try to connect with their customers are going to do better.' Read on...
The Economic Times:
Brands could have dual personalities in an influencer-led economy: Arvind Sahay, marketing professor, IIM-A
Authors:
Chehneet Kaur, Prasad Sangameshwaran
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