Using Contours to Combat Privacy and Discrimination

Recent JMR research shows a new method of protecting consumers’ privacy while still providing useful information for markers.

Voicing Emotion in an Age of Data-Driven Marketing

Tips on how to strike the perfect balance between the use of data and creating emotionally resonant content.

Binge-Worthy Branding: How to Use Analytics to Build Customer Loyalty

A Meta-Analysis of When and How Advertising Creativity Works

The value of creativity is subject to longstanding debate and recent reports highlight how marketers are increasingly growing skeptical of advertising creativity and decreasing their investments in it.

Effect of Alliance Network Asymmetry on Firm Performance and Risk

This study highlights the need to assess a potential alliance partner’s direct ties and indirect ties. We alert managers that indirect ties of alliance partners are important to assess, and that direct and indirect ties assessed relative to an alliance partner directly affect the focal firm’s market capitalization.

Statement Regarding Doctoral Student Support During the Covid-19 Pandemic

The AMA Academic Council recommends that the marketing departments guarantee funding for a full additional year with healthcare benefits for all PhD students currently in the fourth and fifth years of the programs.