Marketers at Bayes Business School - formerly Cass

Charismatic brand leaders can have a powerful impact on consumers and broader society, for good or worse. Learn how brand leaders establish charismatic authority in our new study published in the Journal of Consumer Research (and see if you can achieve this too): https://t.co/AoHtQ4rmy6?amp=1, or https://consumerresearcher.com/charisma.

How Do Brand Leaders Become Charismatic? - Journal of Consumer Research How do brand leaders such as Vogue’s Anna Wintour or Tesla’s Elon Musk induce awe and inspiration among millions of consumers?

Interested in globalisation and how it affects consumers across the world? Read Zahra Sharifonnasabi, Fleura Bardhi and my review article here:

How globalization affects consumers: Insights from 30 years of CCT globalization research - Zahra Sharifonnasabi, Fleura Bardhi, Marius K. Luedicke,

Dr Marius giving the first ever "brand slam" talk at the Global Brand Conference Berlin last month.

We are hiring for three positions in marketing: one junior/Lecturer or Senior Lecturer; and two positions at the senior level of Reader/Full Professor.

Cass Business School is ranked 2nd in London, 5th in the UK, 16th in Europe (Financial Times European Business School ranking 2018) and located in the city of London. It has a vibrant, interdisciplinary marketing research group.

If you are interested in joining us and working and living in a global city, please contact the head of the group, Prof. Fleura Bardhi ([email protected]).

Here are the links to the job adverts and the deadline is March 7th 2019:

Professor in Marketing: https://www2.i-grasp.com/fe/tpl_cityuniversity01.asp…

Reader in Marketing (Associate Prof) - https://www2.i-grasp.com/fe/tpl_cityuniversity01.asp…

Lecturer/Senior Lecturer in Marketing (Assistant Prof) -
https://www2.i-grasp.com/fe/tpl_cityuniversity01.asp…

City University - City, University of London Job Opportunities Use this site to search for current job opportunities at City and make applications on-line. To begin your job search, enter your criteria using the drop down menus below (you do not need to use all of them).

Together with Jennifer Edson Escalas of Vanderbilt University, Stephan Ludwig of The University of Melbourne, and Ellis van den Hende of TU Delft, our Tom van Laer has done research into the reasons behind the most influential consumer reviews. The academic article about this research was recently published in the leading Journal of Consumer Research.
Tom now wrote a non-technical summary of the findings. We hope you will like it.

Perfect information: the customer reviews most likely to influence purchasing decisions Reviews are essentially short stories. The best use the same elements that make a novel gripping.

Laura Di Giuseppe, Brand Manager of George R.R. Martin/Game of Thrones, J.R.R. Tolkien and Agatha Christie, tells us about one of her favourite memories from her time working at HarperCollins Publishers UK.

Laura was the highly anticipated keynote speaker at Cass Business School's Story Consumption Symposium ( ), which took place on 25 June 2018.

Interview with Laura di Giuseppe | Story Consumption Symposium | Cass Business School Interview with Laura di Giuseppe, Brand Manager of J.R.R. Tolkien, Agatha Christie, and George R.R. Martin/Game of Thrones. Laura was the highly anticipated ...

Prof. Luca Massimiliano Visconti of USI Università della Svizzera italiana (Official Page) presented a synopsis of his research at Monday's Story Consumption Symposium ( ).
In celebration of today's National Writing Day, we share with you this interview in which he tells us more about how brands write their own stories for us to consume.

Interview with Luca Visconti | Story Consumption Symposium | Cass Buiness School Interview with Prof. Luca Visconti about his research presented at the Story Consumption Symposium at Cass Business School on 25 June 2018.

Our Story Consumption Symposium ( ) on Monday showed us the importance of narrative tools in marketing, for both academic researchers and industry practitioners.

But, we could not have had such a thought-provoking day of discussions if it weren't for all of our fantastic attendees. Special thanks to all of you.

By popular demand, here is the speech that Stephanie Feiereisen and Tom van Laer gave to open yesterday's Story Consumption Symposium ( ):

"Good morning ladies and gentlemen and welcome to the Story Consumption Symposium.

Did you see the Vogue, Guinness, Game of Thrones, and TripAdvisor banners coming in? They are not only great for selfies but also represent today’s four sessions of luxury, popular, professionally acted, and digital story consumption. They also anchor the most recent history of story consumption. Let us tell you a story and you will see why.

Sixty-five thousand years ago, we had crawled well out of the oceans and started painting caves near Bilbao, Spain. Since that time, we have formed small and large communities in various parts of the world. Humans developed by telling stories.

The ancient Greeks, for example, told stories at an event they called the symposium. At a symposium, slaves would poor perfectly good wine on the floor in a libation, a ceremony to honour the gods. Then, they would get everyone drunk, and finally a free Greek with the function of symposiarch would name a subject and tell each guest in turn that they must tell a story about that subject. One of the slaves would have been Aesop, who wrote down many of the stories he heard which led to the famous Aesop’s fables that inspired the name and theme for our evening venue, fairy-tale bar and restaurant The Fable. As you can tell, we have not changed much since antiquity except that the wine today will follow the storytelling instead of vice versa.

After, antiquity, ever more communities formed with different ideologies. Civilisation advanced and leaders learnt the possibility of controlling people by telling stories. Kings and queens even had plays written to help them deliver their messages. For example, King James I commissioned William Shakespeare to write Macbeth.

Moreover, when Gutenberg invented the printing press, stories could be told en masse. Mass communication meant one story could be told to a mass population. First for beer, such as Guinness, and later for other products, big brands were built. Controlling messages and telling top-down stories became big business. TV, radio, newspapers, and magazines enabled this messaging to be controlled. In the luxury industry for example, Vogue meant millions of people would consume the same fashion stories at the same time. It also became easier for capitalist and communist governments to tell their story to a mass population, top-down.

Yet then, everything changed. The world became different: lots of stories everywhere that big business or politicians did not control. For example, many people are consuming Game of Thrones who simultaneously tell their own stories, learning from each other. As another case in point, TripAdvisor is just like in the caves near Bilbao, but much more connected: consuming stories from the ground up, not the top down. The way we consume stories has changed; have you changed the way you research and tell them?"