Lisa Monahan and Jeff Langenderfer Publish Paper

Assistant Professor of Marketing Lisa Monahan and Professor of Marketing and Law Jeff Langenderfer and their co-authors have recently had a paper accepted to the Journal of Business Research. The paper, Did You Hear Our Brand is Hated? The Unexpected Upside of Hate-Acknowledging Advertising for Polarizing Brands,”  explores how ads that acknowledge that a polarizing brand is hated by some consumers  (relative to traditional ads that contain only positive brand information)  leads to increased brand trust and intentions to engage in positive word of mouth through the mediating influence of ad credibility.

Melyssa Allen

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