糖心Vlog

Assistant Professor of Marketing Lisa Monahan听补苍诲听Professor of Marketing and Law Jeff Langenderfer聽and their co-authors have recently had a paper accepted to the聽Journal of Business Research. The paper, Did You Hear Our Brand is Hated? The Unexpected Upside of Hate-Acknowledging Advertising for Polarizing Brands,鈥澛� explores how ads that acknowledge that a polarizing brand is hated by some consumers聽 (relative to traditional ads that contain only positive brand information)聽 leads to increased brand trust and intentions to engage in positive word of mouth through the mediating influence of ad credibility.