Flashes Learn: Kent State Faculty Member Publishes Research on Secret Brand Consumption

Kent State Alumni is proud to present its first, Faculty Lecture Highlight. Faculty Lecture Highlights allow Kent State faculty to share their most recent research with alumni and friends.

Watch this quick video as Kent State faculty member Robert Jewell, Ph.D. highlights his published research on secret brand consumption.

I Can't Get You Out of My Head: The Influence of Secrecy on Consumers’ Self‐Brand Connections

Keeping brand consumption a secret is common practice, according to research conducted by a Kent State marketing professor and published in the Journal of Consumer Psychology.

Robert Jewell, Ph.D., chair and professor of marketing at the Kent State College 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 Kent State College of Business Administration Page to Learn More 

Read the full research study- "I Can't Get You Out of My Head: The Influence of Secrecy on Consumers' Self Brand Connections"

 

 

POSTED: Friday, May 29, 2020 - 2:53pm
UPDATED: Monday, June 1, 2020 - 10:25am