ѿappAlumni is proud to present its first, Faculty Lecture Highlight. Faculty Lecture Highlights allow ѿappfaculty to share their most recent research with alumni and friends.
Watch this quick video as ѿappfaculty 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 ѿappmarketing professor and published in the Journal of Consumer Psychology.
Robert Jewell, Ph.D., chair and professor of marketing at the ѿappCollege 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 ѿappCollege of Business Administration Page to Learn More