School of Business

rss twitter LinkedIn Facebook YouTube Blogs

Dean’s Lecture Examines Branding Perils

The Dean’s Distinguished Lecture Series featured a presentation by Alexander Chernev, associate professor of marketing at Northwestern University’s Kellogg School of Business, who spoke on his study, “Competing for Identity: Limits to Self-Expression and the Perils of Lifestyle Branding.”

Chernev’s research focuses on how consumer behavior and managerial decision-making theories are used in corporate branding and strategies for managing customers. He is the author of The Dieter’s Paradox:  Why Dieting Makes Us Fat.

For more on Chernev’s branding research:

http://www.kellogg.northwestern.edu/News_Articles/2011/lifestyle-branding.aspx

Posted by gwsb on December 6, 2011 | Filed under: GWSB News.


No Comments »

Leave a comment


MBA Admissions and Experience Blog

The members of the MBA Admissions team contribute to the blog with postings about recruitment tours, events, interviews with current students, and insights about the admissions process. The team is composed of:

Christopher Storer, Executive Director
Jason Garner, Associate Director
Patsy Torres, Assistant Director
Jason Smith, Assistant Director
Shelly Heinrich, Admissions Consultant
Jessica Page, Coordinator