THEIR CONTRIBUTIONS

The US Elections and celebrities: The ultimate trump(ed) card?
Innovation

The US Elections and celebrities: The ultimate trump(ed) card?

by Sonja Prokopec

Sonja Prokopec, Professor of Marketing at ESSEC Business School and internationally-renowned expert in consumer behavior and luxury branding, takes us into the marketing world of celebrity endorsement and voter reaction from a consumer perspective.

VIDEO: How luxury brands use subtle signals to speak with an increasingly savvy clientele
Strategy

VIDEO: How luxury brands use subtle signals to speak with an increasingly savvy clientele

by Sonja Prokopec

Explaining the conspicuous absence of monograms and other ‘loud signals’ from many of this year’s catwalks

Can you resist sweet temptation?
Strategy

Can you resist sweet temptation?

by Sonja Prokopec

Business research that looks at “mental budgets” might help you stick to that diet.

Mass Luxury: An Oxymoron?
Strategy

Mass Luxury: An Oxymoron?

by Sonja Prokopec

Can you sell to a wider audience and still be exclusive?

TOP RESEARCH Non Profits: Maximize Donations by Using the Right Appeal Scale
Sustainability

Non Profits: Maximize Donations by Using the Right Appeal Scale

by Editor ESSEC Knowledge

Charities seeking donations all struggle with the problem of how much money they should ask for.

It's All in the Way You Tell the Story
Strategy

It's All in the Way You Tell the Story

by Sonja Prokopec

How luxury brands connect with consumers

TOP RESEARCH Mental Budgets as Instruments of Self-Control
Economy & Finance

Mental Budgets as Instruments of Self-Control

by Sonja Prokopec

A target for consumption – to positively impact ones will power. But is this enough?