Category Archives: Marketing

Chaplin’s World: How accounting can reconcile arts and culture with the world of business

When business and art collide, there are inevitably concerns that stakeholder interests will undermine creativity and artistic integrity. However, research by Anette Mikes and Felicitas Morhart shows that it is possible to reconcile commercialization with artistic and cultural activities.

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When brands get real: New perspectives on brand authenticity

The concept of brand authenticity has attracted a lot of attention recently, yet is still not well understood. Recent research, however, provides new insights on the topic, providing tools and frameworks to help understand, measure, and extract value from brand authenticity.

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The sweet smell of success: the complexities of using scent as a marketing tool

As marketers use increasingly sophisticated tools to enhance the consumer experience, Manja Leib investigates how the complexity of a scent can affect retailer sales, purchasing decisions, and shopping behavior more generally.

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