Tags » Brand Preference

The role of brands in consumers’ compulsive buying tendency

author: Eva Schutte

Purpose – Although there are several studies on compulsive buying, literature contains a gap with regard to the role of brands therein. The present study attempts to investigate the role of brands in shopping decisions for consumers with a tendency to buy compulsively. 243 more words

When you flirt with other brands, you only like your old favorites more

Hearing good things about your favorite product’s competitor may actually increase your appreciation of the brand you already prefer, research shows. Harvard Business School behavioral scientist Francesca Gino… 274 more words

Shimotsuma Monogatari and brand preference

“Shimotsuma Monogatari” is a lovely movie I stumbled upon many years ago, which became one of my favorite Japanese movies. The English title “Kamikaze Girls” doesn’t capture the heart of the movie at all and if anything prevents people from discovering this gem for themselves. 453 more words


When we talk about customer experience in Pharma, we often associate this with patient journeys.  Although the end consumer of pharmaceuticals is of utmost concern, one cannot deny that there is an even greater need to better understand the physician experience. 603 more words

Does your brand embrace change?

People-to-people marketing changes the approach to customer relationships.

When working with companies serving the aviation industry that are transitioning to people-to-people marketing, I stress that marketing content should be centered around two things:  1) solving customer problems, and 2) the journey through the purchasing process – because these are the two main elements of creating brand preference. 334 more words

Bailey Burk

Content Marketing World Keynoter Warns, ‘Brands are in Trouble’

It’s no small feat to deliver the keynote presentation at a convention at 8:30 am, especially when participants have attended a bopping House of Blues party just hours before. 826 more words

Content Marketing

Aviation marketing: Why bother with branding?

Our emotional connection with a brand is an unconscious decision

Product and service innovation in the aviation industry comes from improved features and functions. On the flight deck, it can be a chip-driven avionic component that replaces a mechanical legacy system, to the cabin, where passengers are plugged into inflight wireless connectivity while enjoying their lay-flat seats — these innovations are the result of engineering. 451 more words

Bailey Burk