The purpose of this paper is to present a theory of how corporations and brands can address the prevalence of fake news. A matrix is proposed to examine how the transparency of the motivation of ...

In this chapter, we focus on three-time Emmy Award winner Faith Salie, who is a writer, performer, commentator, actor, and journalist. We illustrate Salie’s successful entrepreneurship with regard to her personal brand. Salie details the ...

Crowdsourcing is the deliberate use of crowds to solve problems, create new products, and improve consumer experiences. When used by brands, crowdsourcing engages consumers by asking them to be part of a deliberate call to ...

Marketing faculties, as well as business schools in general, are placing increasing importance on finding ways to better tie theoretical concepts to real-world situations. In the article that follows, we describe a project wherein students ...

Purpose:The purpose of this paper is to explore how consumers view sponsorship tattoos. This study specifically addresses three research questions: first, how consumers view the idea of sponsorship tattooing; second, how the brand of the ...