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Stigma
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- 2010
- Article
The Strategic Use of Brand Biographies
By: Jill Avery, Neeru Paharia, Anat Keinan and Juliet Schor
We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, "the underdog," we empirically... View Details
Keywords: Marketing; Brands; Brand Management; Brand Building; Brand Positioning; Competitive Positioning; Marketing Strategy; Brands and Branding; Managerial Roles; Strategy; Product Positioning; Consumer Behavior; Biography; Success; Perception; Markets; Power and Influence; Consumer Products Industry; Beauty and Cosmetics Industry; Apparel and Accessories Industry; Auto Industry; Fashion Industry; Food and Beverage Industry
- January 2008
- Article
Nonemployment Stigma as Rational Herding: A Field Experiment
Long spells of unemployment are known to reduce the likelihood of re-employment, but it is difficult to discern the reasons for this observation. Using an experimental method that controls for search intensity and possible discouragement of job applicants, I document... View Details
- 2007
- Working Paper
The Persuasive Appeal of Stigma
By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely
- 1 Jan 2007
- Conference Presentation
Language Proficiency as a Stigma in International Work
By: Tsedal Beyene
- 1 May 2006
- Conference Presentation
Language Proficiency as a Stigma in International Work
By: Tsedal Beyene