PhD, Faculty & Research
Discovery: Research Impact
Finance and Accounting
Rotterdam School of Management, Erasmus University
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4 results on Discovery
Why some brands lose their value after an acquisition
An acquisition can undermine brand identity and popularity with consumers. Keeping the founders on board helps. Research by Elisa Maira.
Who benefits when a brand disappears?
How do loyal customers react when a brand or product is no longer on sale? And how can remaining brands benefit from such exits?
Why customers stay loyal to service providers that mistreat them
What does self-esteem have to do with staying loyal to a service provider?
Stefano Puntoni: Marketing is the channel that allows firms to reach customers
Stefano Puntoni, Associate Professor of Marketing Management at RSM, explains that even the most brilliant and unique products and services won’t survive without marketing.