New Publication: Brand Personality Scale for Universities

Brand Personality is an important concept in brand management. Also universities apply certain brand management techniques in order to improve their internal and external branding. Academics have studied the role of brand personality for institutions of higher education, and many universities communicate certain brand personality attributes. However, the research gap that we addressed was a Read More …

Scott Monty Presentation on Consistency and Trust in Social Media Communications

Linking theory and practice and encouraging students to network with industry leaders is a core part of my teaching philosophy. Thanks to the AMA Detroit, we had a great opportunity this semester. My MKT 463 (Digital Analytics and Content Marketing) students and I visited a Scott Monty presentation. Scott presented on the role of consistency and trust Read More …

Augmented Reality Glasses: An Overview of Potential Drivers and Barriers

I am working on several projects related to Augmented Reality Smart Glasses. In various studies (qualitative consumer interviews, content analyses of social media platforms, expert interviews, quantitative surveys etc.) we have identified many factors that drive, and hinder, consumers’ adoption of smart glasses. As I am often asked what these factors are (or could be), I Read More …

A Brand Love Short Scale for Universities

For a recent project that is forthcoming in the Journal of Business Research, we measured students’ emotional relationship with their university – university brand love. We adopted items from Batra, Ahuvia, & Bagozzi (2012)s conceptualization of Brand Love, and Bagozzi, Batra & Ahuvia (2014)s’ working paper provided suggestions for short scales. However, we reworded the items in a Read More …

New Article: Augmented Reality Smart Glasses for Collaboration:

Are Augmented Reality Smart Glasses a promising device for Enterprise Social Networks? We discuss this idea in a forthcoming article and propose a series of antecedents to successful implementation both on a firm- and individual level.