For battered brands, consumers can be defenders
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Updates every hour. Last Updated: 14-Jan-2026 08:11 ET (14-Jan-2026 13:11 GMT/UTC)
In newly published research, Texas McCombs Professor of Marketing Hoyer explores what drives different types of "brand defenders." “In today’s world, everything is a two-way interaction, and consumers get involved in the process,” Hoyer says. “They make videos and they stand up for the brands. They can be very valuable in offsetting negative communication.” How can companies can appeal to each type or brand defender?
The Boston Business Journal’s BostInno Fire Awards 2025, honoring the region’s most innovative and impactful companies, has officially announced its annual honorees. Insilico Medicine, a global clinical-stage biotechnology company powered by generative artificial intelligence (AI), was recognized among Boston’s leading innovators for its pioneering work throughout Biotech.
A new study reveals that labelling clothes with a breakdown of the cost of an item per wear (CPW) can shift consumers away from fast fashion towards higher quality, longer lasting clothing.
What is the rationale behind tipping? A new study focuses on two primary motives: genuine appreciation for the service rendered, and conformity with prevailing norms. However, those who truly appreciate the service tend to tip above the standard rate, while conformists usually align with them. As a result, in societies where tipping practices prevail, average tipping rates tend to rise over time.