Best-in-class marketing research from Kellogg Insight

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Research and insights from the Kellogg School of Management at Northwestern University

 

 

 

 

 

 

 

 

 

June 21, 2023

What does the “father of modern marketing” think today’s customers want? And what does it mean to be an authentic brand, anyway? Kellogg Insight brings you the latest thought leadership from faculty at the Kellogg School of Management at Northwestern University. Enjoy this collection of best-in-class research and more from Kellogg Insight.

Why Are Products Marketed to Women Sometimes More Expensive?   A new study upends popular assumptions about the “pink tax.”

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How Much Do Boycotts Affect a Company’s Bottom Line?   There’s often an opposing camp pushing for a “buycott” to support the company. New research shows which group has more sway.

TV Advertising Is Usually Not Worth It   Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.

For Brands, Perfection Is Out and Authenticity Is In   “It helps you seem more trustworthy and enjoyable, like a friend who is going to give you advice on what to buy.”

Whiz! Bang! Boom! Energetic Ads Hold Viewers’ Attention   Louder, busier commercials are the new norm. And they seem to be working.

How Has Marketing Changed over the Past Half-Century?   Phil Kotler’s groundbreaking textbook came out over five decades ago. Today, Kotler and coauthor Alexander Chernev discuss how big data, social media, and purpose-driven branding are moving the field forward.

More from Kellogg Insight     Yes, You Should Hit “Share” when You Make a Charitable Donation       Podcast: How to Tell Compelling Stories with Data Visualizations

The Insight Unpacked Podcast   Whether you need to build that special brand from scratch, or you’re hoping to reinvigorate an existing brand, on Insight Unpacked, Kellogg faculty helps you figure out how to stand out from the crowd.

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