What do Johnnie Walker, Folgers coffee and Dos Equis know about marketing that you don’t?

rob_malcolm-130x163Author: Rob Malcom, Executive in Residence in the Center for Customer Insight and Marketing Solution

Each of these brands have achieved dramatic and  transformational growth within static or declining categories many years apart, by mastering perhaps the most powerful and under appreciated lever in marketing.  No it is not social media, harnessing “big data”, nor digital, nor product innovation – although these tactics and tools were part of the programs. Read more on the Marketing Fellows blog.

McCombs Marketing Professor Honored for Contributions to Marketing Research

LeighMcAlister AMA Award

From the American Marketing Association:

Mahajan Award for Lifetime Contributions to Marketing Strategy Research
The Marketing Strategy SIG is delighted to announce Prof. Leigh McAlister as the winner of the 2014 Mahajan Award for Lifetime Contributions to Marketing Strategy Research. Professor McAlister is the Ed and Molly Smith Chair in Business Administration and Professor of Marketing at the McCombs School of Business, University of Texas – Austin. A three member panel of past award winners and past Journal of Marketing editors found Prof. McAlister’s contributions to Marketing Strategy as highly impactful and deserving of this year’s Mahajan Award. A 1978 Ph.D. from Stanford University, Prof. McAlister has been a faculty member at the University of Washington, MIT, and The University of Texas. From July 2003 to June 2005 she served as Executive Director of the Marketing Science Institute (MSI) in Cambridge, Massachusetts and also served as an MSI Academic Trustee from 1992 – 1998. Prof. McAlister’s research focuses on the strategic implications of consumers’ reaction to marketing intervention as well as marketing’s effects on firm value and risk. Her papers have appeared in all leading academic marketing journals and have been recognized with the O’Dell Award (2003), the Davidson Award (2007, 2011), and as a finalist of the MSI H. Paul Root Award (2007). She currently serves as Area Editor of the Journal of Marketing, Associate Editor of Marketing Science, and has previously served as Associate Editor of Journal of Marketing Research and Special Issue Guest Editor of Marketing Science. Prof. McAlister has won numerous teaching awards at all institutions she has been a faculty member of, including a 1996 CBA Foundation Advisory Council Award for Teaching Innovation. In 2014 she was recognized with the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award. Congratulations to Leigh McAlister.

Profitability of Marketing Brands with a Social Cause

McCombs Marketing Assistant Professor Ty Henderson recently shared his research on brands driving profits by teaming up with a social cause or donating a percentage of profits to a charity. Henderson found a direct link between brands supporting a social cause and increase in product sales. Interesting to note, Henderson also found that an increase in the percentage a brand donates does not lead to increased purchases. Shopper behavior can be influenced by social cause campaigns regardless of the amount being donated.

Read a full summary of Ty Henderson’s research in McCombs Today.

Faculty Spotlight: Professor Leigh McAlister

Professor Leigh McAlister is the Ed and Molly Smith Chair in the Department of Marketing. Leigh’s research and professional activities have, for a long time, addressed issues at the intersection of marketing knowledge development and marketing practice. Prof. McAlister’s current research projects seek to improve our understanding of the importance of marketing, both as a functional capability and as a managerial orientation, on a firm’s growth and long-term strategy. Read more in The CCIMS Report.

Gershoff Featured in Time: Why We Reject the Things that Keep us Safe

Associate Professor of Marketing Andrew Gershoff was recently published in the Journal of Consumer Research and featured on Time.com’s Healthland. His research looks at the consumer behavior in choosing safety products. Gershoff’s findings show emotions prevail over logic when safety products have a small potential for betrayal. Read a full description on McCombs Today.

Link between gift purchasing and personal identity

sad shopperDo you feel uncomfortable buying a gift you find distasteful? Susan M. Broniarczyk, a marketing professor at the McCombs School and Morgan K. Ward, an assistant professor of marketing at Southern Methodist University (and a recent McCombs Marketing PhD grad) share their research on the adverse effects shoppers experience when purchasing gifts that conflict with their own identities.  Read a full summary of the study’s findings by Dave Wenger, posted on McCombs Today.

“It’s Not Me, It’s You: How Gift Giving Creates Giver Identity Threat as a Function of Social Closeness” is a forthcoming article in the Journal of Consumer Research, by Ward and Broniarczyk.