News Bureau

Research News Campus News About

blog navigation

News Bureau - Research

blog posts

  • Research: Brand-conscious consumers take bad news to heart

    Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure - they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

    Consumers with close ties to a brand respond to negative information about the beloved brand as they do to personal failure - they experience it as a threat to their self-image, according to a new study by Tiffany Barnett White, a professor of business administration at Illinois.

    Photo by L. Brian Stauffer

    Images

blog posts