Putting the Brand Name in Its Right Place

Companies are often preoccupied with the task of choosing a name for a brand. It can be a delicate task with different considerations to make (e.g., cognitive, legal, cultural). However, there are three basic requirements that a brand name must hold to at the outset: being memorable, having a sound pleasant to the ear, and… Read More

Some Fresh Ideas Towards Multidisciplinary Marketing Thinking & Research

It would be wrong to treat marketing as an isolated field or discipline. It is connected with disciplines of management and economics, the social sciences, mathematics and statistics, and more. In the past twenty years we have seen its growing interaction with digital technology and neuroscience. Marketing has evolved through learning from other disciplines, borrowing… Read More

When Aesthetics Meets Neuroscience: Neuroaesthetics

Seeing or hearing a beautiful creation — of art, design, or nature — usually makes us feel good, bringing in us a feeling of pleasure, elevation, calm or thrill. Often enough, the aesthetics of a scenery, artefact or person is realised almost instantly (i.e., astounding beauty). Neuroaesthetics, a young field of the neurosciences, is devoted… Read More

A Glimpse on New Advances in Segmentation

Segmentation is a fundamental topic in marketing strategy. Appreciation of its importance has continuously grown since the 1950s. Segmentation is crucial to targeting messages, fitting preferences of different consumer groups, or creating other types of differentiated programmes. In consumer marketing, segmentation may be based on demographics, perceptions and attitudes (mental constructs more generally), and behavioural… Read More

Ambivalent Times for Watches

The global market for watches is fluctuating amid shifts in macroeconomic conditions, technological developments, and thereof adaptive changes in consumer preferences. This situation seems to put under strain particularly the Swiss watch industry. The compromising situation for the Swiss watchmakers has been evolving for some time now, at least since 2015, affecting the revenues from… Read More

Getting Closer to Consumers Through Ethnography

Marketing and consumer researchers need to employ a dose of curiosity for understanding, more closely and deeply, groups or communities of consumers that are less familiar and more different from them. It can be sought by observation of individuals from the group of interest, listening to and talking with them, and possibly interacting with them… Read More

The Issues Troubling Consumers, and Their Search for Answers

For a fifth year in a row, consumers worldwide are living in an era that can be closely described as very busy, oftentimes turbulent, and full of challenges. It is an unstable era. The events or developments of this era, explicitly or through their consequences, touch on multiple areas: health-oriented, economic, political, socio-cultural, and technological.… Read More

Jelmoli Prepares for a New but Different Chapter in Its Retailing Legacy

Jelmoli is a Swiss department store in Zürich well-known to residents and visitors of the city. Last year (2023) the retail brand celebrated “190 Years of Jelmoli” with the tagline “Full of Stories” (e.g., posted on the store’s front windows). However, this celebration also marks in all likelihood a conclusion of its function as a… Read More

Directions for the Future of Research on Consumer Behaviour

There are so many changes and developments that have taken place since the start of the 21st century to talk about — social, technological, and environmental; the social dimension includes both socio-economic and socio-political changes. Consumers are affected by the shifts that surround them, modifying and adapting their behaviours of shopping, purchase and consumption. In… Read More