Research

How Competitor Brand Names Affect Within-Brand Choices

Posted on by Nancy White

Marketing Letters (forthcoming)

Kunter Gunasti and Berna Devezer

In a recent research forthcoming at Marketing Letters, Dr. Gunasti and his co-author show that consumer choices among different models of a brand name can be affected by exposure to a competitor brand name that forms an incidental trend with the numbers in the focal brand names. For instance, a consumer shopping for a Mercedes and trying to choose between a Mercedes C330 vs. C340 can be exposed to a competitor brand such as a BMW 320i, which increases the chances that he will leave the store with the higher number focal brand Mercedes C340. Although the competitor brand is not even available to choose and it is not considered, its mere presence seems to affect consumers’ focal choices.Continue Reading

Research Seminar with Caglar Igmak, University of Miami

Posted on by Nancy White

On the invitation of the Marketing Department, Professor Caglar Irmak from the University of Miami gave a research seminar titled, “Merely Available: Products May Be Effective without Actual Consumption” on Friday, April 3. This research shows that providing people with access to a relevant product, without them actually using it, can enhance their performance. For example, participants with access to coffee were faster at a reaction-time task than those without access to coffee. Continue Reading

Time to Flex

Posted on by Melissa Ferrigno

Giving Workers More Control of Their Time May Be Good for All

Rep-Am.com – When she first began working there 15 years ago, Beekley Corp. in Bristol was a fairly traditional company. “We were of the mind that everybody needed to be here, 9 to 5,” said Maureen O. Gallo, vice president of human assets and operational excellence at the medical supply company. But when the company began asking its employees what it could do to make them perform at their highest level, one fact was clear: They wanted flexibility.

50 Years of Excellence

Posted on by Claire Hall

UConn Center for Real Estate 50th Anniversary Gala

Gala Evening Celebrates Accomplishments of UConn’s Prestigious Real Estate Program

Some 300 people—from real estate legends to revered faculty to soon-to-be graduates—filled the Rome Ballroom on the Storrs campus to celebrate the 50th anniversary of the Center for Real Estate and Urban Economic Studies.

The tight-knit commercial real estate community came out to laude the program’s accomplishments, honor those who have shaped its success, reminisce about the growth of the program over the decades, and to look enthusiastically toward the future.

The UConn Real Estate program has long been regarded as one of the best in the country. Director John Glascock announced that the program’s Advisory Council has secured $2 million in endowed funds for the program during the last four years. At the dinner it was announced that an endowed scholar position would be created in honor of William Kinnard, the first director of the Center. Long-time Professor John Clapp will be named as The William N. Kinnard Research Scholar. Continue Reading

Kevin McEvoy Awarded Best Session Paper

Posted on by Nancy White

Assistant Professor in-Residence of Marketing, Kevin McEvoy, received a Session Best Paper Award for his presentation of The Toolbox-An Innovation Connecting Marketing Education and Practice, at the Academy of Business Research Conference held New Orleans in March. He also served as session chair. The Academy of Business Research ​is an international society of scholars and practitioners who exchange ideas and collaborate in all areas of business and business education.Continue Reading

Marketing Scholars Address “Research Mobile Marketing”

Posted on by Nancy White
2015 Voya Colloquium
Adam Brasel, David Bell, Andrew Stephen, and Sam Ransbotham

The Marketing Department hosted the 2015 VOYA Global Colloquium, Research Mobile Marketing on April 10. The colloquium provides the great opportunity for researchers to gather and discuss research in the growing areas of social media, mobile marketing, and digital analytics. Faculty and Ph.D. students along with the vice president for Voya Financial Services enjoyed a day of presentations from some of the most distinguished scholars in marketing: David Bell, Adam Brasel, Sam Ransbotham and Andrew Stephen.Continue Reading

$300,000 NSF Grant

Posted on by Melissa Ferrigno

UConn Receives a $300,000 NSF Grant Toward Student, Faculty Research

By Molly Stadnicki.  This article originally appeared in The Daily Campus.

The University of Connecticut was recently recognized as a National Science Foundation I-Corps Site (NSF) and will receive a grant of $300,000 distributed over the next three years.

NSF’s I-Corps program focuses on fostering entrepreneurship that will lead to the development of technological advancements. Institutions recognized by this program are those that incorporate teams that are committed to strengthening local innovations.Continue Reading