Marketing Science Archives - Resoundingly Human

Beer me! The rise of craft brands and why we love the beers that we do

It’s the end of a long day, or maybe the start to a fun weekend … you lean back in your chair, hammock, front porch step, wherever, and crack open your favorite brew. Life. Is. Good. But have you ever thought why your favorite beer IS your favorite? Nowadays, chances are (especially if you are a millennial) you’re drinking the product of one of nearly 10,000 craft breweries here in the U.S. and NOT one of the large traditional beer companies that have been such a significant part of the history of brewing in America (Budweiser Clydesdales, anyone?). And why…

Tags: baby boomers, beer brands, craft beer, craft indsutry, Marketing Science, millenials

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Loyalty programs reward customers and businesses alike

If you are anything like me, customer loyalty programs can heavily influence your purchasing habits. I may not even be planning to shop until I realize I have reward points to burn, or special members-only savings, and suddenly my virtual shopping cart is full (while my wallet is a little lighter). Joining me to share some very intriguing insight into how these kinds of programs work and what the actual benefit is to the businesses that utilize them is Arun Gopalakrishnan with Rice University. His study, “Can Non-tiered Customer Loyalty Programs Be Profitable,” was recently published in the INFORMS journal Marketing…

Tags: consumers, customer loyalty programs, customer rewards, marketing, Marketing Science, non-tiered

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