Puzzle pieces showing marketing concept

Marketing

Research Highlights

Navigating contradictory logics in the field of luxury retailing

Jean-Baptiste Welté, Julien Cayla & Eileen Fischer - Journal of Retailing

hybrid strategy will luxury retailers adapt to a changing luxury market. In this paper, we explore the implications of multiple logics influencing this field, focusing particularly on logics coming into tension with one another.

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The intimacy trap: Navigating the commercial friendships of luxury

Jean-Baptiste Welté, Julien Cayla & Bernard Covac - Journal of Business Research

Commercial friendships in luxury can lead to the intimacy trap – a relationship where customers take advantage of their intimacy with salespeople. In this study, we propose some pathways to help salespeople manage these critical relationships and to avoid the intimacy trap. 

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Spiky sounds sparkling: How voiceless consonants present in the brand name of a beverage are more appropriate in conveying its carbonation strength

Abhishek Pathak, Kosuke Motoki, Monin Techawachiraku & Gemma Anne Calvert - Food Quality and Preference 

This research shows that "spiky" speech sounds embedded in a brand name increase the expected level of carbonation in carbonated soft drinks.


Sizes are gendered: The effect of size cues in brand names on brand stereotyping

Kuangjie Zhang, Shaobo (Kevin) Li & Sharon Ng -  Journal of Consumer Research

This research examines how a brand name size cue (e.g., Xiaomi, Mini Cooper, Giant) evokes gender associations, which subsequently affect consumers’ perception of the brand.

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Business Insights

Should one invest in brand relationships to drive customer loyalty?

Customer brand loyalty is one of the most important concepts in marketing.

Will plans to rejuvenate Orchard Road work?

The Government’s recently-announced plans to transform Orchard Road into a green “lifestyle destination” include offering different themed lifestyle experiences and developing a highly walkable green corridor along Singapore’s most famous thoroughfare.

Branding in the Age of Digitalisation

One can never be a market leader unless in the first place, your customers knows your brand – who you are, what value you offer, loves your value offer and share this with their community.

​Who on earth still buys counterfeit branded goods?

The Organisation for Economic Co-operation and Development (OECD) reported that international trade in counterfeit and pirated products has increased from US$250 billion in 2008 to US$1 trillion in 2016.
Uncertainty-shapes-the-way-we-shop~

​Uncertainty shapes the way we shop and make important choices

Should you buy Apple’s new MacBook or a Microsoft Surface Pro tablet? For people who know little or care little about laptop specifications, they would most likely pick the product that speaks to their heart’s desire the most.
UNESCO-listing-may-lift-hawker-culture (1)

UNESCO listing may lift hawker culture but saving it is a different challenge

The bid to list Singapore hawkers may help preserve hawker culture as a distinctive expression of Singapore’s customs but continued efforts are needed to boost the hawker scene, says one observer.
The-light-way-to-customers-hearts

​The light way to customers’ hearts  

As you browse through the latest releases in a quiet bookstore, two books catch your eye: A kiss-and-tell paperback of an infamous politician and a hardcover offering a sober analysis of the global implications from the rise of the said man.
Its-not-how-much-it-costs-its-how-it-fits

​Acing Consumer Behaviour: It’s Not About How Much It Costs... It’s About How Well It Fits

Does it matter if a bar of soap is described as one which “gives you softer, smoother skin” or which “gives your skin some love”? Or if a computer boasts “4 million pixels” or seduces you with “a whole new vision for the notebook”?

Are Singaporeans ready for Hydroponics?

Missed Call Marketing In India

Smart Doctor : How smartphones Hold The Key To Improving Rural Health In India

Videos

My Professor Says: Johan Burger (Why is Africa still an untapped market)

Although Africa presents a world of business opportunities for manufacturers, exporters and wholesalers, it is still an untapped market today. We speak to Johan Burger, director of the NTU-SBF Centre for African Studies, to find out more.

My Professor Says: Johan Burger (investing in Africa)

Johan Burger, director of the NTU-SBF Centre for African Studies explains why international companies should consider Africa as an investment destination.

My Professor Says: Zhang Kuangjie (How should marketers set the right prices)

The Great Singapore Sale is here again! How should marketers price their products to entice shoppers? NBS Asst Prof Zhang Kuangjie tells us more.

45 Seconds with the Professor: Thomas Allard (on guilt as a form of motivation)

Guilt is a negative emotion but how can it be a form of motivation towards self-improvement? Let’s hear from NBS Asst Prof Thomas Allard.

45 Seconds with the Professor: Sharon Ng (on how Asian consumers view brands)

In this video, NBS Assoc Prof Sharon Ng explains how brands and retailers can attract Asian consumers as we shop for the upcoming Lunar New Year.

30 Seconds with the Professor: Julien Cayla (on paying to engage in painful experiences)

Find out more from Assistant Professor Julien Cayla, Marketing, as he shares about the reasons why people are willing to pay to engage in painful experiences, such as participating in extreme obstacle races.

My Professor Says: Wong King Yin (How can virtual reality boost tourism?)

NBS lecturer Dr Wong King Yin tells us how tourism industry players can market their services using virtual reality.​

My Professor Says: Wong King Yin (How does digital marketing benefit businesses)

NBS lecturer Dr Wong King Yin tells us about the effectiveness of digital marketing and how it can benefit businesses today.