Business Faculty Research

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  • ItemOpen Access
    Advertising Exposure and Investor Attention: Estimates from Super Bowl Commercials
    (SSRN, 2020-10)
    Product advertising captures the attention not only of consumers but also of investors. Constructing a measure of local investment interest in stocks from Google searches and using the Super Bowl as an experiment, we study the effects of advertising expenses on investor attention. We find that the post-game Monday attention of investors in areas with high viewership increases significantly for both local and non-local companies that air commercials. Non-local firms with high advertising exposure in a region attract more interest than local firms with low exposure, suggesting that advertising has a stronger impact on investor attention than the local bias.
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    ItemOpen Access
    Shared Brand Equity
    (Taylor & Francis, 2022) Cornwell, T. Bettina; Humphreys, Michael S.; Kwon, Youngbum
    Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influence rmarketing, product placement, cobranding, and human branding—build strong relationships between brands and contribute to the brand equity of two or more brands. Brand equity, since inception, has been concerned with the value of a brand, how this value is built and measured,and how the marketplace responds to it. Based on previous work and in response to current marketing practices, the authors suggest that the concept of shared brand equity, where collaborative efforts result in connectivity between brands, is needed to better explain and guide advertising and marketing communications research and practice. Drawing on developments in cognitive psychology, we explain how shared brand equity is developed and how it persists,the role it plays in semantic/associative neighborhoods, and how it explains research findings.We offer a set of research propositions, as well as concrete examples of the usefulness of the theoretical approach.