Brand Ventures
Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences.
The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics.
Behavioral Labeling: An Alternative Way of Building and Growing Brands
13th of December 2024, 6:00 pm
HS 3, SOWI- Building, Universitätsstraße 15
Short abstract
This research brings a different perspective to branding by introducing behavioural labeling as the use of names or tags that reflect an associated activity. Building on linguistic relativity theory we show that merely attaching a fictitious name to a behaviour can induce that very behaviour. This enables a new, complementary way to approach branding, which shifts a focus to labels attached to specific behaviours or actions crucial for the brand. In other words, we encourage brands to start thinking about behaviours they want to encourage and then link them to the brand. Marketers can use behavioural labels to promote their offerings directly based on the associated behaviours, while public policymakers can use behavioural labels to encourage prosocial and pro-environmental behaviours.
Bio
Valentyna Melnyk (Ph.D., Tilburg University, the Netherlands) is Professor in Marketing and Deputy Head Research at the School of Marketing at UNSW.
Her research tackles novel, society- and/or managerially relevant problems in marketing in the domains of branding, trademarks, consumer behaviour, cross-cultural marketing, advertising, as well as customer loyalty. Her expertise in different research methods allows her to investigate topics that would be hard to study with a conventional single-method approach. For example, she investigated topics such as behavioural labelling, the effects of temperature on responses to emotional communication, consumer de-marketing and effects of loyalty programs termination on customer behaviour. She uses experimental methods, field data and econometric techniques in her research to obtain actionable insights.
Her work has been published in leading journals including the Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Marketing Research (IJRM), Marketing Letters and Journal of Business Research. She won the international Emerald Literati Award for Excellence (for Outstanding Research) and was a winner or finalist for several best paper and conference awards. She has co-chaired the 2024 ISMS Marketing Science Conference. She has successfully served as an expert witness in international trademark and branding cases for over a decade.
She serves on the Editorial Board of the International Journal of Research in Marketing (IJRM) and reviews for other prestigious journals, including Journal of Marketing, Journal of Consumer Research, Management Science, IJRM.
Registration
Brand Venture XXVIII mit Prof. Valentyna Melnyk