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.

Statement Regarding Faculty Review Process Affected by the Covid-19 Pandemic

The American Marketing Association Academic Council wholeheartedly endorses efforts to provide an additional year of extension on promotion and tenure processes, midterm reviews, and reappointment processes for faculty.

A Call for Further Research at the Intersection of Race, Marketing, and Public Policy

Race is intertwined with the structures and actions of and within society. Bus boycotts, sit-ins, social media–initiated protests, and other forms of consumer activism are clear and visible demonstrations of the importance of acknowledging that race is unequivocally embedded in marketplaces and rooted in marketing practices. This curation is a call to action for further research related to race and marketing.