School of Business Students, Faculty Collaborate to Publish Research
Dr. Hemant C. Sashittal, professor of marketing in the School of Business, recently co-authored an article with Dr. Avan Jassawalla, professor of management at SUNY Geneseo, titled “Brands as Personal Narratives: Learning From User-YouTube-brand Interactions.”
The article, which was accepted for publication by the Journal of Brand Management highlights a study that was initiated by students in Sashittal鈥檚 marketing research course.
鈥淭he class worked on this project as part of 鈥榣earning marketing research by doing marketing research,鈥欌�� Sashittal said. 鈥淭heir creative work produced the basic theory proposed in this paper; their notions were validated by two nationwide samples (one pre-COVID, one in the COVID-vaccine present time); and our findings were robust across the pandemic.鈥�