Â鶹ÊÓƵ Alumni is proud to present its first, Faculty Lecture Highlight. Faculty Lecture Highlights allow Â鶹ÊÓƵ faculty to share their most recent research with alumni and friends.
Watch this quick video as Â鶹ÊÓƵ faculty member Robert Jewell, Ph.D., highlights his published research on secret brand consumption.
Keeping brand consumption a secret is common practice, according to research conducted by a Â鶹ÊÓƵ marketing professor and published in the Journal of Consumer Psychology.
Robert Jewell, Ph.D., chair and professor of marketing at the Â鶹ÊÓƵ College of Business Administration, along with colleague Veronica Thomas, Ph.D., associate professor of marketing at Towson University, studied how consumers form connections with brands but do not want those connections known publicly.
Visit the Â鶹ÊÓƵ College of Business Administration Page to Learn More