Debbie MacInnis : MarketingProfs Author

About the Contributor

Debbie MacInnis

Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California, and a co-author of Brand Admiration: Build a Business People Love. She has consulted with companies and the government in the areas of consumer behavior and branding. She is theory development editor at the Journal of Marketing, and former co-editor of the Journal of Consumer Research. Professor MacInnis has served as president of the Association for Consumer Research and vice-president of conferences and research for the American Marketing Association's Academic Council. She has received the Journal of Marketing's Alpha Kappa Psi and Maynard awards for the papers that make the greatest contribution to marketing thought. She is the co-author of a leading textbook on consumer behavior and is co-editor of several edited volumes on branding.

Contributed by Debbie MacInnis

Brand Extensions: A Strategic Path to Growth
CONTENT TYPE: Article | ELEMENT: Strategy | TOPIC: Branding

A brand known for a particular benefit enables growth opportunities beyond the product's original focus—via a brand extension. Using the ...
'Enriching Benefits': Why Consumers Love Brands That Make Them Feel Like Good People
CONTENT TYPE: Article | ELEMENT: Strategy | TOPIC: Branding

"Enriching benefits" have a strong influence on how much consumers admire a brand. Such benefits inspire consumers, moving them to ...
MarketingProfs 'Classic Truths': Sex! Why Getting Your Attention Isn't Always Enough
CONTENT TYPE: Article | ELEMENT: | TOPIC:

Lots of companies create interesting and attention-getting ads with the brand name or major takeaway buried somewhere therein. So what ...