RESEARCH FOCUS
Delve into the light and dark sides of consumers' interactions with brands to develop strategies to either enhance or protect the brand accordingly. On the light side, examine the role of the self, identity, and those around us in forming, shaping, and strengthening brand-related knowledge structures that exist deep within the minds of consumers. On the dark side, dig in on issues skepticism, retaliation, and sub-optimal decision making in the face of brand transgressions.