Work-Life Marketing: When it Works and When It Doesn t | Fowler Faculty Research | Nita Umashankar | Journal of Marketing Research
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Work-Life Marketing: When it Works and When It Doesn t | Fowler Faculty Research | Nita Umashankar | Journal of Marketing Research
𝗪𝗵𝗲𝗻 𝗬𝗼𝘂 𝗗𝗼𝗻’𝘁 “𝗪𝗮𝗻𝘁 𝗜𝘁 𝗔𝗹𝗹” Watch marketing professor Nita Umashankar discuss how it can backfire for brands to position products as work–life multitools. Her study, coauthored with Dhruv Grewal, Abhijit Guha, and Tim Bohling, finds: • Highlighting that a product addresses ...
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