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Yakov Bart in the Press

Yakov Bart for Northeastern Global News

Meghan Markle announced a new lifestyle line — but do consumers still care about celebrity brands?
Meghan Markle at a Variety event.

Meghan Markle announced a new lifestyle line — but do consumers still care about celebrity brands?

The Duchess of Sussex is the latest star to launch her own line, but is celebrity enough to sway buyers now with so many options available?
Will the phenomenon of Swiftonomics bring extra Super Bowl 2024 revenues?
Taylor Swift cheering with her arms up while standing next to Donna Kelce watching the Kansas City Chiefs receive a trophy.

Will the phenomenon of Swiftonomics bring extra Super Bowl 2024 revenues?

Anything Taylor Swift touches leads to a consumption boost. Will the NFL and others benefit from her presence at the Super Bowl?
Do boycotts against McDonald’s and Starbucks work? They can, just not for the reason you might think
People eating in a McDonalds restaurant under the yellow M logo.

Do boycotts against McDonald’s and Starbucks work? They can, just not for the reason you might think

Whether voting with your wallet through boycotts is powerful or not might come down to brands, not consumers, says a marketing expert.
Taylor Swift’s boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity?
Taylor Swift cheering at a Kansas City Chiefs game at Arrowhead Stadium in Missouri.

Taylor Swift’s boost to voter registration (and to Travis Kelce) — are there any limits to her celebrity?

Taylor Swift’s recent boost to voter registration (and to Travis Kelce) depicts the transcendent nature of her stardom.
Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?
A blurred image of streaming service logos.

Netflix, Disney+ and most streamers are hiking their prices. Will customers stick around?

Due to inflation, streaming services have substantially raised rates, but will customers continue to stay loyal?
Mega Millions surpasses $1 billion again. Why are there so many big jackpots?
A hand holding a Mega Millions ticket with several other Mega Millions tickets in the background.

Mega Millions surpasses $1 billion again. Why are there so many big jackpots?

Friday's jackpot has reached $1.25 billion, making this the fifth time Mega Millions has surpassed $1 billion.
‘The brand became the verb.’  Why the blue Twitter bird worked—until it didn’t
blue twitter logo on black background

‘The brand became the verb.’  Why the blue Twitter bird worked—until it didn’t

Marketing and social media experts explain the iconic logo’s impact on the web and why Elon Musk may have no choice but to change it.
Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us
headshot of Hayao Miyazaki

Do movies need trailers? What Studio Ghibli releasing animation legend Hayao Miyazaki’s last film with zero marketing can teach us

This week the last film from Hayao Miyazaki, “How Do You Live?”, will hit theaters in Japan. Will Studio Ghibli’s anti-marketing plan work?
Racial diversity in TV commercials can backfire if not seen as genuine, new study finds
A person lounging in an inflatable pool on the screen

Racial diversity in TV commercials can backfire if not seen as genuine, new study finds

TV commercials are seen as more authentic when racial diversity is consistently taken into account, Northeastern researchers report.
How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.)

How should investors deal with market volatility caused by COVID-19? (Spoiler: Wait it out.)

Reacting to the worldwide instability stemming from the COVID-19 pandemic, the stock market has plunged into bear market territory following the worst day for the market since "Black Monday" in 1987. But don’t let your emotions influence your financial decisions, says Yakov Bart, associate professor of marketing.