JM Buzz Deep Dive: When Inclusive Marketing Doesn't Resonate: How Brands Can Build Trust in Inclusivity-Focused Product Lines (with Dr. Samantha Cross)
Many inclusivity efforts fall short for underrepresented consumers. This Journal of Marketing study explores consumer skepticism and offers strategies to build genuine brand trust.Join host Samantha Cross (Babson College) for a discussion with Jennifer K. D’Angelo (Texas Christian University), Lea Dunn (Brooks Running), and Francesca Valsesia (University of Washington), about their Journal of Marketing study, "Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers."Read an in-depth recap of this research here: https://www.ama.org/2024/11/19/when-inclusive-marketing-doesnt-resonate-how-brands-can-build-trust-in-inclusivity-focused-product-lines/Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241268634Reference: Jennifer D’Angelo, Lea Dunn, and Francesca Valsesia, “Is This for Me? Differential Responses to Skin Tone Inclusivity Initiatives by Underrepresented Consumers and Represented Consumers,” Journal of Marketing.Host: Samantha N. N. CrossTopics: inclusivity, representation, customer respect, product fit, marketing strategy, brandingThe JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM.
10/4/2025
29:28
JM Buzz Deep Dive: How Marketing Can Help Decolonize Health Care (with Dr. Samantha Cross)
A Journal of Marketing study shows how targeted marketing can dismantle colonial health narratives, amplifying First Nations voices for fair health services.Join host Samantha Cross (Babson College) for a discussion with Dr. Steven D'Alessandro, Professor of Marketing at the Edith Cowan University School of Business and Law in Australia, about his Journal of Marketing study, "On the Path to Decolonizing Health Care Services: The Role of Marketing."Read an in-depth recap of this research here: https://www.ama.org/2024/01/23/marketing-for-equity-pioneering-culturally-competent-health-care-for-first-nations/Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231209925Reference: Reece George, Steven D’Alessandro, Mehmet Ibrahim Mehmet, Mona Nikidehaghani, Michelle Evans, Gaurangi Laud, and Deirdre Tedmanson, “On the Path to Decolonizing Health Care Services: The Role of Marketing,” Journal of Marketing.Host: Samantha N. N. CrossTopics: healthcare, first nations, health marketing, decolonization, indigenousThe JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM.
14/3/2025
35:34
JM Buzz Deep Dive: How Minority Ownership Influences Consumers During Brand Failures (with Dr. Samantha Cross)
Recent social movements such as Black Lives Matter have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned, woman-owned). How do these labels affect consumer behavior during brand failures?
Join host Samantha Cross (Babson College) as she interviews Esther Uduehi (University of Washington) and Aaron Barnes (University of Louisville) about their fascinating new Journal of Marketing study, "The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations."
Host: Samantha N. N. Cross
Topics: brand failures, black-owned, woman-owned, minority-owned, race, ethnicity, gender
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM.
16/1/2025
32:47
How an Indian Government Policy Backfired: Prescription Drug Price Regulations Led to More Marketing for Unregulated Medications
A new Journal of Marketing study shows how India aimed to make essential medicines more affordable but inadvertently ended up reducing drug sales.
Read an in-depth recap of this research here: https://www.ama.org/2024/06/04/how-an-indian-government-policy-backfired-prescription-drug-price-regulations-led-to-more-marketing-for-unregulated-medications/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241242685
Reference: Saravana Jaikumar, Pradeep K. Chintagunta, and Arvind Sahay, “Do No Harm? Unintended Consequences of Pharmaceutical Price Regulation in India,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: regulations, drug prices, healthcare marketing
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
07/11/2024
3:17
Do Good and Talk About It! How Financial Valuation and External Reporting of Marketing Assets Benefits Companies
Do you know the financial value of Gatorade's or Netflix’s customer base? If your answer is no, you're not alone. Firms provide little external information about the financial value of their marketing assets such as brands and customer relationships. This Journal of Marketing study shows that managers should rethink this approach.
Read an in-depth recap of this research here: https://www.ama.org/2024/05/21/do-good-and-talk-about-it-how-financial-valuation-and-external-reporting-of-marketing-assets-benefits-companies/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429241236142
Reference: Peter Guenther, Miriam Guenther, Bryan A. Lukas, and Christian Homburg, “Consequences of Marketing Asset Accountability – A Natural Experiment,” Journal of Marketing.
Narrator: Adalgisa Butkewitsch
Acknowledgments: Sushma Kambagowni
Topics: financial reporting, stock prices, firm value,
The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM
The JM Buzz discusses cutting-edge marketing research. In each episode, we outline a forthcoming article in Journal of Marketing, the premier scholarly journal in the marketing field. Enjoy!
The JM Buzz is a production of the Journal of Marketing and is produced by University FM.
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