I do research on brand strategy using a multi-method approach that involves analyzing secondary data and running control experiments. I examine brands as social entities that are subject to norms, with the goal of identifying optimal marketing communications strategies. I am very interesting in R programming and I'm currently doing a lot of stuff with the Twitter API.
Published
| Title | Journal | Year | Coauthors | Downloads |
|---|---|---|---|---|
| Authenticity in horizontal marketing partnerships: A better measure of brand compatibility | Journal of Business Research | 2019 | T. Bettina Cornwell | Academia.edu Researchgate sciencedirect.com |