ÂÜÀòÉç¹ÙÍø

Marketing Academics Weekly: 20 October 2016

Avoiding the Trap of Spurious Loyalty: Lessons from Wells Fargo and Volkswagen
-By: Vikas Mittal
When companies focus on customer loyalty at the expense of customer satisfaction, they hurt both their employees and customers. When customers are satisfied, they will be more naturally inclined to exhibit loyalty to the company.
Related content: Profiles from the Academy: Ruth Bolton

The ÂÜÀòÉç¹ÙÍø Gold Report: 2016 Top 25 Global Market Research Firms
-By: Michael Brereton & Diane Bowers
The ÂÜÀòÉç¹ÙÍø presents its annual list of the 2016 top global market research firms. The marketing research industry as we’ve known it for decades is disappearing. It is on the cusp of a great “coming together”—a grand fusion of intelligence-provider subsegments to deliver solutions demanded by clients in the era of Big Data.
Related content: Marketing’s Roles and Responsibilities Reexamined

When Should the Ask Be a Nudge? The Effect of Default Amounts on Charitable Donations
-By: Indranil Goswami and Oleg Urminsky
Research from a special section of the October Journal of Marketing Research offers that when charities set a higher amount as the "suggested donation," they get fewer donations but the donations are larger. Learn more and watch the video in the article snapshot
Related content: Knowing When to Spend: Unintended Financial Consequences of Earmarking to Encourage Savings

Six Scholarly Insights on Branding
-By: Kevin Lane Keller
Branding continues to be a high-priority topic for academics and practitioners alike. Even in an increasingly digitally connected world, consumers still seek and value brands, and marketers still make significant investments in brand development and management. Not surprisingly, this interest in branding is reflected in a collection of six recent articles in the Journal of Marketing. Contact Matt Weingarden, mweingarden@ama.org, if you would like to contribute to an ÂÜÀòÉç¹ÙÍø Journal Reader.
Related content: Online Social Media and Networks: Impact on Marketing Practice

Visit the ÂÜÀòÉç¹ÙÍø Academic Community for more community news and resources.

[The Moderator asks humble forgiveness of the reader for failing to post this last week – ch]

---