How do some brands successfully ride the wave of economic expansions and contractions? This Journal of Marketing study defines the strategic brand factors that help moderate the impact of business cycles on brand equity. 

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221122698 

Read the text of this episode here: https://www.ama.org/2022/09/13/strategic-brand-factors-that-help-moderate-the-impact-of-business-cycles-on-brand-equity/ 

Reference: Koushyar Rajavi, Tarun Kushwaha, and Jan-Benedict E.M. Steenkamp, "Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in CPG Industries?" Journal of Marketing. doi:10.1177/00222429221122698 

Narrator and Producer: Marissa Lambert

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.