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An Adidas ad for its new line of sports bras, featuring a photo grid of topless women, made a splash online recently, prompting a mix of praise and criticism. But it may not be so black-and-white. Northeastern experts in body image and marketing weigh the pros and cons.
Rebrands are rare, says Paul Fombelle, who worked at one of the world's biggest advertising agencies before teaching marketing at Northeastern. For the franchise most recently known as the Washington Football Team, a new name and logo won't matter as much as the play on the field, he says.
Artists signing over the publishing rights to their songs for a pretty penny isn't new. But the latest trend is driven by a few important factors, say Northeastern professors with deep knowledge of the music industry.
Father Isaac Keeley, a 71-year-old Trappist monk who lives in a monastery in central Massachusetts, didn't know the first thing about using social media to take his beer business national. Then he received a call from the Digital, Analytics, Technology and Automation (DATA) Initiative team at Northeastern.
Despite rising inflation, supply-chain disruptions and pandemic lockdowns, business is booming for well-known luxury behemoths like Louis Vuitton, Cartier, BMW, and Rolls-Royce Motor Cars. Economic and marketing experts at Northeastern explain what's behind the sudden surge in spending on some of the finer things in life.
Hopes for the digital media industry were elevated when co-founder and chief executive officer Jonah Peretti celebrated BuzzFeed's Listing Day at Nasdaq in New York City last month. Photo by Bennett Raglin/Getty Images
Better not, say two Northeastern scholars of law and marketing. While consumers may benefit from the convenience of touch-free checkout, it's not always clear what a company will do with consumers' biometric information once it has it.
Associate Professor of Marketing Yakov Bart explains why we rewatch shows when we experience times of extreme anxiety.
Keith Smith, whose research focuses on the impact of digital marketing on customer behavior in online settings, explains the potential consequences of YouTube's policies changes to limit advertising on children's video.
New research shows that angry customers stick to their goals, which “can actually lead them to make better decisions, easier decisions, and more satisfying decisions,” says Alexander DePaoli, an associate teaching professor of marketing at Northeastern who co-authored the research.