Damaging brands through market research

Christian Franz Horn, Alexander Brem, Björn Ivens
  • Marketing Intelligence & Planning, April 2014, Emerald
  • DOI: 10.1108/mip-08-2013-0135

Prediction Markets and Consumer Brands

What is it about?

We show the impact on customers that using a prediction market has on the brand that the prediction market is about. Can customers be involved in prediction markets without damaging the brand image of the investigated products?

Why is it important?

Only if the brand image is not damaged amongst participating customers, prediction markets can be used without negative effects in consumer markets. Our paper is the first publication to adress this important issue to use prediction markets for branded consumer products.

The following have contributed to this page: Christian Horn

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