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.